Audience Profiling & Social Media Engagement

ORI helps to develop new metrics and methodologies for measuring the effectiveness of digital public diplomacy.

ORI led a team for the Department of State to evaluate a range of initiatives that sought to engage global citizens electronically – with information and discussions about U.S. foreign policy, values and society – in support of the US public diplomacy strategy. By assessing the perceptions and use of social media in key countries, we helped the State Department evaluate the effectiveness of its digital outreach programs. Using ORI’s framework, they are able to make informed decisions about technology-based outreach investments, and gain valuable user feedback on tools prior to further deployment.