Taking Traditional Diplomacy Into the Digital Age
Social media are playing an increasingly important role in political communication. German cultural relations and education policy (AKBP) should use this potential—while being aware of the existing risks—to strengthen dialogue beyond communication about Germany. A social media strategy must take country-specific preferences into account and identify suitable communication channels for both the target groups and the AKBP's communication goals. Authenticity and an honest self-image are the key to credibility with the users of the social web. Social media training for diplomats is a necessary step to achieve this.