Making IOs 'likable'? Digital diplomacy, social media & (de)legitimation

Abstract

Why, how and to what effect do international organizations communicate on social media? While recent research suggests that social media is increasingly picked up as a potentially powerful tool for outreach and ‘public diplomacy’, we still know little about how IO communication fares on Facebook, Twitter, Instagram, and alike. While IOs actively share their stories through social media, it also invites the audience to "self-curate" content by liking, sharing and commenting. Thus, other users have substantial power to enhance or curtail the reach of IO messages as well as to develop and appropriate their meaning.

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