Institutional Capacity Building and Digital Strategy Designing : The Efficiency of Diplomacy in Dealing with Social Communication Media

The process of digital transformation and the expanding role of social communication media have resulted in profound changes in the environment in which diplomacy is implemented and conducted as well as the way diplomacy communicates and interacts with its audiences. In fact, social communication media has become one of the main tools for diplomacy in order to use algorithms and big data to disseminate information, construct audie  nce-centered content, compete with counter-narratives and stories to shape public attitude and gain its support. In response to the questions “What are the major impacts of social communication media on diplomacy?” And “What is the most effective way to increase diplomacy’s efficiency in dealing with such media?” it is justifiably argued that the success of diplomacy depends on a proper understanding of online context, building institutional capacity, and designing digital diplomacy strategy. The shift from a passive, one way, and linear model of information dissemination to a model of knowledge creation and agentive participation in the constructing of meanings and active interaction with audiences will facilitate the morphing of digital diplomacy outputs into tangible and effective outcomes in foreign policy.