Social media strategies for public diplomacy: A case study in the Ministry of Foreign Affairs of the Republic of Indonesia

Hary Hadiansyah, Betty Purwandari, Riri Satria, Satrio Baskoro Yudhoatmojo

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

3 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 2nd International Conference on Informatics and Computing, ICIC 2017
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1-5
Number of pages5
ISBN (Electronic)9781538629840
DOIs
Publication statusPublished - 2 Feb 2018
Event2nd International Conference on Informatics and Computing, ICIC 2017 - Jayapura, Papua, Indonesia
Duration: 1 Nov 20173 Nov 2017

Publication series

NameProceedings of the 2nd International Conference on Informatics and Computing, ICIC 2017
Volume2018-January

Conference

Conference2nd International Conference on Informatics and Computing, ICIC 2017
CountryIndonesia
CityJayapura, Papua
Period1/11/173/11/17

Keywords

  • McKinsey 7S Framework
  • PEST analysis
  • QSPM
  • SWOT analysis
  • public diplomacy
  • social media strategies
  • strategy formulation

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