Social Media as a Public Diplomacy Tool

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Presentation at the Arms Control in the Information Age conference. Washington, DC. November 29, 2011

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Social Media as a Public Diplomacy Tool

  1. 1. Working together for a world free of chemical weapons OPCW: Social Media as a Public Diplomacy Tool Keith Powell Web Content Manager 29 November, 2011www.opcw.org 1
  2. 2. Working together for a world free of chemical weapons Summary  Social media and OPCW’s new direction  Our early social media efforts  “Introducing the OPCW”  Measuring Successwww.opcw.org 2
  3. 3. Working together for a world free of chemical weaponswww.opcw.org 3
  4. 4. Working together for a world free of chemical weapons OPCW and its New Direction  Stockpiles largely destroyed  Organisation becoming more public-facing  Areas of concern:  Counter-Terrorism  Peaceful Uses of Chemistry  Non-Proliferationwww.opcw.org 4
  5. 5. Working together for a world free of chemical weapons Case Study: International Year of Chemistry conferencewww.opcw.org 5
  6. 6. Working together for a world free of chemical weapons International Year of Chemistry Conference  First live webcast at the OPCW  Social media was used as a tool to both promote the event as well as execute it.www.opcw.org 6
  7. 7. Working together for a world free of chemical weapons Case Study: Challenge Inspection Field Exercisewww.opcw.org 7
  8. 8. Working together for a world free of chemical weapons Challenge Inspection Field Exercise  Integrated social media approach  Use of:  Twitter  Blog  Videowww.opcw.org 8
  9. 9. Working together for a world free of chemical weapons Campaign: Introducing the OPCWwww.opcw.org 9
  10. 10. Working together for a world free of chemical weapons Activity: Identify Audiences  Civil Society  Researchers / Policy Professionals  Potential employees / interns  Chemical Industry  Students  Mediawww.opcw.org 10
  11. 11. Working together for a world free of chemical weapons Activity: Create Engagement Opportunities  Social media and traditional communications intersect  Find “teachable moments”  Offline activities are important to digital strategy, toowww.opcw.org 11
  12. 12. Working together for a world free of chemical weapons Activity: Create regular social media activities  New Features:  Photo of the Day  OPCW Facts  Question of the weekwww.opcw.org 12
  13. 13. Working together for a world free of chemical weapons Measuring success  Analytics:  Website traffic has increased 25% since June 2011  Klout  Disappointing as a tool to measure influencewww.opcw.org 13
  14. 14. Working together for a world free of chemical weapons Source: http://www.baekdal.comwww.opcw.org 14
  15. 15. Working together for a world free of chemical weapons OPCW Social Media  Facebook: www.facebook.com/opcwonline  YouTube: www.youtube.com/opcwonline  Twitter: @opcw  Flickr: www.flickr.com/opcw  Blog: www.opcwblogs.orgwww.opcw.org 15

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