Social Media & Public
Diplomacy 2.0
May 8, 2009
Program for Iraqi Diplomats
Georgetown University
Gaurav Mishra
Yahoo! Fellow at Georgetown University
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Iraq: Deputy PM Barham Salih
Source: http://twitter.com/barhamsalih
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Iraq: State Dept Tech Delegation
Source: http://www.cnn.com/video/data/2.0/video/tech/2009/04/22/am.intv.dorsey.twitter.cnn.html
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Iraq: Salam Pax Twitter
Source: http://twitter.com/Salam/status/1724679615
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Iraq: Salam Pax Blog
Source: http://salampax.wordpress.com/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Three Questions
 What is social media and why is it
important?
 How is social media changing media, civil
society, and government?
 Why should diplomats be interested in
social media?
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

What is social media and why
is it important?
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Tool Agnostic
 
Blogging Social networking
 
Microblogging Social voting
 
Videoblogging Social bookmarking
 
Photoblogging Lifestreaming
 
Podcasting Wikis
 
Mapping Virtual worlds
 …
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Terminology Agnostic
 
Social media Read write web
 
Social computing Citizen media
 
Social software Peer to peer media
 
Social web Web 2.0
 
Participatory media New media
 
Participatory web Crowdsourcing
 …
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

The 4 Cs of Digital Inequality
3 4
1 2
Computing
Devices Connection
Content
Capabilities
The Digital Binary Group:
Focus on Access
(Computers + Connection)
The Digital Inequality
Group: Focus on
Application (Content +
Capabilities)
Geography/ Nationality/ Urban-Rural/ Race/ Ethnicity/ Age/ Gender/ Profession
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

World Map: Internet Users
Source: NYT
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Social Media Usage by Country
USA China Japan UK India Brazil Russia World
Update personal weblog 16% 61% 47% 25% 36% 34% 20% 28%
Upload to video sharing website 18% 46% 20% 32% 45% 55% 20% 29%
Upload to a photo sharing website 32% 56% 21% 50% 49% 61% 39% 39%
Manage profile on a social network 35% 56% 42% 60% 59% 69% 54% 48%
Subscribe to a RSS feed 14% 44% 31% 25% 37% 45% 45% 26%
Download a podcast 22% 65% 30% 42% 49% 54% 47% 36%
Read blogs/weblogs 51% 84% 84% 66% 77% 79% 62% 63%
Watch video clips online 63% 84% 68% 85% 80% 88% 58% 75%
Number of internet users (millions) 100.0 61.0 29.8 17.8 17.8 13.8 8.6 475.0
Source: Universal McCann, 2008; Active Internet Users, Age 16-54; Last Month
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Attitudes Towards Sociability
200%
32%
150%
22%
64%
11%
100%
7% 59%
45% 25% 10%
25% 8%
50% 13%
20% 40%
34%
32%
64%
30% 50% 11% 21%
0% 33%
36%
36%
Brazil
India
Russia
United
Japan
States France
Online conversations as meaningful More friends online than offline
Easier to make friends online More enjoyment from online friends
Source: Synovate, 2008, Social Network Users
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Attitude Towards Privacy
79%
80%
69%
70% 21%
60% 10% 51%
50% 39%
36%
40% 44%
19% 20%
30% 43%
20%
20% 8%
6%
5%
12%
10% 14%
1% 20%
14%
6%
0% 24%
16%
Brazil 8%
India
Russia
United
Japan
States France
Privacy Concern Security Concern Other Concerns
Source: Synovate, 2008, Social Network Users
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Attitudes Towards Trust
Source: Universal McCann, 2008, Active Internet Users, Age 16-54
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

How is social media changing
media, civil society &
government?
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Old Media + New Media
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

The Digital News Lifecycle
Context Analysis
News Story
Conversation
REACH/
Blog Post
DEPTH
Personalization
SMS Alert
TIME
© Gaurav Mishra (www.gauravonomics.com)
Hat Tip: The News Diamond by Paul Bradshaw (www.onlinejournalismblog.com)
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

India: Mumbai Terror Attack
Source: http://flickr.com/photos/vinu/sets/72157610144709049/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

India: Mumbai Terror Attack
Source: http://search.twitter.com/search?q=%23mumbai
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

India: Mumbai Terror Attack
Source: http://www.flickr.com/photos/gauravonomics/sets/72157610357499942/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

International: Global Voices
Source: http://globalvoicesonline.org
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Qatar: Al Jazeera Sharek
Source: http://sharek.aljazeera.net/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Twitter Vote Report
Source: http://blog.twittervotereport.com/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

India: Vote Report India
Source: http://votereport.in
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Gaza: Al Jazeera War on Gaja
Source: http://labs.aljazeera.net/warongaza/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Egypt: April 6 Movement
Source: http://www.facebook.com/group.php?gid=9973986703
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Columbia: Million Voices/ FARC
Source: http://www.facebook.com/group.php?gid=6684734468
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

India: Pink Chaddi Campaign
Source: http://thepinkchaddicampaign.blogspot.com
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

China: Harmonius/ River Crab
Jiang Zemin (Three Represents) + Hu Jintao (Harmoinus)
Hat Tip: Rebecca Mackinnon (http://rconversation.blogs.com )
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: My.BarackObama.com
Source: http://my.barackobama.com/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Barack Obama on YouTube
Source: http://www.youtube.com/user/barackobamadotcom
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

India: L K Advani’s Blog
Source: http://blog.lkadvani.in/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

India: Bloggers for Advani
Source: http://groups.google.com/group/bloggers4advani?pli=1
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Israel: Netanyahu Website
Source: http://ru.netanyahu.org.il/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Israel: Netanyahu Twitter
Source: http://twitter.com/netanyahu
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Open for Questions
Source: http://www.whitehouse.gov/openforquestions/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

China: People’s Daily E-Two Sessions
Source: http://elianghui.people.com.cn/2009/
Chinese People’s Political Consultative Conference (CPPCC) and the National People’s Congress (NPC)
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Why should diplomats be
interested in social media?
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: America.gov
Source: http://www.america.gov/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: State Department
Source: http://www.state.gov/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: State Dept. Dipnote Blog
Source: http://blogs.state.gov/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Colleen Graffy on Twitter
Source: http://twitter.com/Colleen_Graffy
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Democracy Video Challenge
Source: http://www.videochallenge.america.gov/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Alliance of Youth Movements
Source: http://info.howcast.com/youthmovements/summit
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: X Life Game
Source: http://xlifegames.com/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Dept of Defense
Source: http://www.defenselink.mil/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: DoD Bloggers Roundtable
Source: http://www.defenselink.mil/Blogger
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Mawtani in Iraq by DoD
Source: http://mawtani.com/ar/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

USA: Magharebia in North Africa DoD
Source: http://magharebia.com/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Israel: Israel Politik Blog
Source: http://www.israelpolitik.org/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Israel: IDF YouTube Channel
Source: http://www.youtube.com/user/idfnadesk
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Israel: Help Us Win
Source: http://www.helpuswin.org/
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Concerns About Diplomacy 2.0
 Public diplomacy or propaganda
 Foreign ministry or defense ministry
 Domestic or foreign audiences
 Overt or covert operations
 Same questions in USA, Israel, Russia,
China, Iran, India, Iraq
 Different answers for each socio-political-
ideological context
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

In Summary
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

The 4Cs of Social Media
Visible
Creators > Curators > Consumers
The 1:9:90 rule
Content Collective Action > Co-creation >
Conversations
Collaboration Size + Strength + Social Object
Implicit or explicit
Community Privacy + reputation + info filters
Collective Intelligence
Invisible
Easy Difficult
© Gaurav Mishra (www.gauravonomics.com)
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Three Mantras of Social Media
 The future has already arrived. It’s just not
evenly distributed yet.
 Technology determines what is possible
and what isn’t; society chooses what
happens and what doesn’t.
 The tools are transient; the value system is
here to stay.
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Social Media + Diplomacy
 Listen/ Understand: Aggregate public
opinion + flag flash points
 Engage/ Energize: Virality + modularity
 Defend: Hacktivism + astroturfing
 Internal: Collaboration + community +
knowledge management
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com

Thank You
Blog: gauravonomics.com/blog
Twitter: @gauravonomics
Email: gauravonomics@gmail.com
Gaurav Mishra | Yahoo! Fellow at Georgetown University | www.gauravonomics.com | gauravonomics@gmail.com