Greek Embassies on Twitter and the Quest for a Strategy

Georgia-Zozeta Miliopoulou () and Eftychia Papaioannou
Additional contact information
Georgia-Zozeta Miliopoulou: Deree, The American College of Greece
Eftychia Papaioannou: Hellenic National School of Public Administration

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 981-989 from Springer

Abstract: Abstract This chapter explores existing practices regarding the Hellenic Embassies’ use of Twitter, paving the way toward their optimization. Twitter diplomacy offers significant advantages yet use in the Greek public sector appears to be sparse and anemic, depriving opportunities that would benefit the country. The authors studied a sample of five Twitter accounts in five different countries for 7 days, conducting quantitative and thematic analysis. Thus, they collected evidence on the frequency and periodical nature of the tweets; on the interactivity between the users and the account owners; on the existence of content strategy and content pillars; on the selected language; and, finally, on the extroversion of these accounts and the overall assessment of the communication strategy followed. The Greek Communication Officers appear to be using Twitter hesitantly, responding to occurrences rather than building opportunities, divided between the imperative for a tightly controlled central communication policy and the need for agile, real time, localized, interactive approaches with specific target groups in each country. Significant variations emerge from one Twitter account to another, thus indicating a lack of diffusion in terms of know-how and a lack of adequate alignment between the Greek central administration and the Communication Officers in Greek embassies.

Keywords: National communication policy; Twitter diplomacy; Digital diplomacy; Social media; Greek embassies (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-36126-6_109

Ordering information: This item can be ordered from
http://www.springer.com/9783030361266

DOI: 10.1007/978-3-030-36126-6_109

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().