It is vital to recognise that different skill sets are needed for different tasks --- In a communications role I had in another Department when we involved the policy experts to advise on content they were not familiar with the tone and style needed for social media so their recommended posts always had to be edited so that the language suited the medium but this could lead to a bit of a clash as they were the ‘experts’ and didn’t want what they perceived as their work being overseen or evaluated by a junior, even though the junior was the social media expert. There has to be buy-in to the value of digital diplomacy across the organisation so that people recognise the value of the work and the skills involved to generate successful campaigns

Source author: Alison Reilly alison.reilly@dfa.ie