TY - GEN
T1 - Social media strategies for public diplomacy
T2 - 2nd International Conference on Informatics and Computing, ICIC 2017
AU - Hadiansyah, Hary
AU - Purwandari, Betty
AU - Satria, Riri
AU - Yudhoatmojo, Satrio Baskoro
N1 - Publisher Copyright:
© 2017 IEEE.
PY - 2017/7/2
Y1 - 2017/7/2
N2 - Country Brand Index (CBI) is an index on global perception of a country's image among other countries. In 2012, Indonesia's CBI was ranked 78 from 118 countries, which was lower than the previous years. The Ministry of Foreign Affairs of the Republic of Indonesia have done several efforts to improve the country's image, including social media usage. However, the ministry's social media accounts are not as popular as expected. This indicates the ministry's need of social media strategies for public diplomacy. In order to address this problem, a qualitative research was conducted using semi-structured interview with the ministry's officials and social media experts. Besides, this study employed observations on public diplomacy and social media activities within the ministry. The Strength, Weakness, Opportunity and Threat (SWOT) analysis, McKinsey's 7S Framework, as well as Political, Economic, Social and Technological (PEST) analysis were used to examine the data. The strategy priorities were determined based on Quantitative Strategic Planning Matrix (QSPM). The results indicate five strengths, nine weaknesses, eight opportunities, and six threats for the ministry. The analysis on those factors leads to seventeen social media strategies, which are mapped into six strategic objectives and laid out in a three-year work plan.
AB - Country Brand Index (CBI) is an index on global perception of a country's image among other countries. In 2012, Indonesia's CBI was ranked 78 from 118 countries, which was lower than the previous years. The Ministry of Foreign Affairs of the Republic of Indonesia have done several efforts to improve the country's image, including social media usage. However, the ministry's social media accounts are not as popular as expected. This indicates the ministry's need of social media strategies for public diplomacy. In order to address this problem, a qualitative research was conducted using semi-structured interview with the ministry's officials and social media experts. Besides, this study employed observations on public diplomacy and social media activities within the ministry. The Strength, Weakness, Opportunity and Threat (SWOT) analysis, McKinsey's 7S Framework, as well as Political, Economic, Social and Technological (PEST) analysis were used to examine the data. The strategy priorities were determined based on Quantitative Strategic Planning Matrix (QSPM). The results indicate five strengths, nine weaknesses, eight opportunities, and six threats for the ministry. The analysis on those factors leads to seventeen social media strategies, which are mapped into six strategic objectives and laid out in a three-year work plan.
KW - McKinsey 7S Framework
KW - PEST analysis
KW - QSPM
KW - SWOT analysis
KW - public diplomacy
KW - social media strategies
KW - strategy formulation
UR - http://www.scopus.com/inward/record.url?scp=85047247351&partnerID=8YFLogxK
U2 - 10.1109/IAC.2017.8280636
DO - 10.1109/IAC.2017.8280636
M3 - Conference contribution
AN - SCOPUS:85047247351
T3 - Proceedings of the 2nd International Conference on Informatics and Computing, ICIC 2017
SP - 1
EP - 5
BT - Proceedings of the 2nd International Conference on Informatics and Computing, ICIC 2017
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 1 November 2017 through 3 November 2017
ER -