The #PromiseofHashtag Ignites the Net, and the State Dept Spox Gets Roasted

— Domani Spero

In late March, the State Department launched a new phase in diplomacy and roiled the Internet. (see State Dept’s Selfie Diplomacy: #UnitedForUkraine; Now Waiting For Selfie From the Russian Bear …). Yesterday, it moved on to the next phase with #hashtag diplomacy and ignited the Internet once more.

It looks like this started earlier in the day, during the Daily Press Briefing.   AP’s Matt Lee asked for official reaction on Russia apparently stealing the State Department’s #UnitedforUkraine meme:

QUESTION: Very high? Okay. And then in numerous tweets today – that I think this is a new development – the Russian foreign ministry seems to have stolen your #UnitedforUkraine meme. Do you have any reaction to this? They’re putting out their stuff with UnitedforUkraine on it. They seem to have – or could be trying to hijack it. Would you suggest that they get their own, or are you okay with this?

MS. PSAKI: I don’t think they’re living by their hashtag.

 

Here is one of the tweets from the Russian foreign ministry:

 

Later on Thursday, Ms. Psaki returned to the hashtag and tweeted:

 

State/IIP’s Macon Phillips followed with this:

REACTIONS

What Theodore Roosevelt said!

 

THE END

You’re laughing but it’s getting eyeballs. Maybe State is willing to be mocked online as long as it gets people talking about #UnitedforUkraine?

Oh, we must confess — Friday! Dear Friday,thank god you’re here!

# # #

 

 

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State Dept’s Selfie Diplomacy: #UnitedForUkraine; Now Waiting For Selfie From the Russian Bear …

— Domani Spero

In the last 48 hours, we’ve been seeing a bunch of selfies from the State Department with the hashtag #UnitedForUkraine.  The NYPost writes:

State Department spokeswoman Jen Psaki was mocked Thursday after posting a photo of herself on Twitter holding a sign that read #United­For­Ukraine @State­Dept­Spox.
[…]
Psaki defended her photo.

“The people of Ukraine are fighting to have their voices heard and the benefit of communicating over social media is it sends a direct message to the people that we are with them, we support their fight, their voice and their future,” she said.

Now stop picking on Ms. Psaki, she’s not alone on this and at least she’s no longer using the hashtag #RussiaIsolated. The UK is set to start buying gas directly from Russia this fall despite threats  of  further sanctions against Moscow over the crisis in Ukraine.

In any case, here is the Selfie Collection, a work in progress:

UnitedforUkraine_Psaki

Jen Psaki, State Department Spokesperson

unitedofrukraine_stengel

Under Secretary for Public Diplomacy and Public Affairs Richard Stengel, and Ms. Psaki’s boss’s boss

Selfie Missing:  Assistant Secretary for Public Affairs Douglas Frantz, Ms. Psaki’s boss.

unitedofrukraine_evanryan

Assistant Secretary for Educational and Cultural Affairs Evan Ryan

UFU_maconphillips

Coordinator for International Information Programs Macon Phillips

Selfie Missing: Coordinator for the Center for Strategic Counterterrorism Communications Alberto Fernandez

Unitedofrukraine_michellekwan

Michelle Kwan, State Department Senior Advisor

UFU_embassykyiv

Embassy Selfie:  Ambassador Pyatt with US Embassy Kyiv staff

 

Then our man in London, Ambassador Matthew Barzun ruined the fun and raised the bar with a Winfield House selfie via Vine:

 

Now we just need a selfie from the Russian bear.

Oops, wait … what’s this?  The Russian bear, missing a hashtag…

 

Google'd Putin riding a bear

 

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White House’s Macon Phillips To Get New Digs at State Dept’s Bureau of International Information Programs

— By Domani Spero

Macon Phillips, the Director of Digital Strategy at the White House will reportedly get new digs at the State Department’s Bureau of International Information Programs.  That’s the same bureau involved with buying FB likes and almost plunking a $16.5 million contract on Kindles.

Mr. Phillips ran the new media program for the Presidential Transition Team (Change.gov) and served as the Deputy Director of the Obama campaign’s new media department (BarackObama.com). Prior to the campaign, Phillips led Blue State Digital’s strategy practice, working with clients like the Democratic National Committee and Senator Ted Kennedy. His WH bio says that he is “a proud Americorps*VISTA alum,”  is a Huntsville, Alabama native and a graduate of Duke University. He is on Twitter @Macon44.

According to WaPo, the Obama administration is launching a new strategy aimed at revamping America’s “digital diplomacy” efforts. Secretary of State John F. Kerry has reportedly hired Macon Phillips, the 2008 Obama campaign’s digital guru to develop ways to expand engagement with foreign audiences:

Now, Phillips will be taking over the Bureau of International Information Programs — also known as the government’s “propaganda arm” — at a time when disseminating messages is increasingly complicated.

“It’s a double-edged sword: It’s easier to get information out, but also harder to correct misinformation that’s out there,” Phillips said.

[snip]

But much of the department’s A-list digital talent has moved on: Katie Jacobs Stanton directs international strategy at Twitter, Jared Cohen runs Google Ideas and Ross is writing a book.

A challenge for Phillips and his team is not simply reaching foreigners, but persuading them to change their views about the United States.

[snip]

Another challenge for Phillips will be to change the culture at the tradition-bound information bureau. The inspector general’s report found that morale was low and that “leadership created an atmosphere of secrecy, suspicion and uncertainty.”

Administration officials said they’re counting on Phillips to turn the page.

Active links added above. The Ross the report is referring to who is writing a book is Alec Ross formerly a senior advisor to former Secretary Clinton.

Mr. Phillips will presumably take the Coordinator of the  Bureau of International Information Programs position, the job vacated by Dawn McCall this past spring.  He will take over a bureau that staff described to the OIG inspectors as suffering from “reorganization fatigue.”  The OIG report noted that “The coordinator believes she was hired with a mandate to “fix” IIP” with the following results:

IIP’s front office leadership has focused on reorganizing the bureau’s structure without adequate engagement in and oversight of administrative matters. The front office has paid insufficient attention to mission-critical management controls, particularly in the areas of performance management, contracting, and travel. Front office decisions and management style do not reflect the PD family’s leadership tenets, which emphasize two-way communication and esprit de corps. A more inclusive approach could have helped the coordinator achieve her large scale changes more easily and successfully.

As far as we know, the IIP Coordinator position is not an assistant secretary level position.  According to the 2013 OIG report, the 2004 OIG inspection report recommended that the Department designate the senior position in IIP as an assistant secretary, given the size of the bureau and the responsibilities of the coordinator. The Department cited a congressional cap on the number of assistant secretaries as the reason it did not act. However, the lack of an assistant secretary rank continues to limit the coordinator’s effectiveness and Department perceptions of the bureau.

The 2013 OIG report similarly recommended that “The Office of the Deputy Secretary for Management and Resources, in coordination with the Office of the Under Secretary for Public Diplomacy and Public Affairs, should continue to seek legislative authority to designate the senior position in the Bureau of international Information Programs as an assistant secretary. (Action: S/ES, in coordination with R/PPR).”

We would not be surprised if this is the year when this position will be elevated to the assistant secretary level.  Obama White House alumni Heather Higginbottom has recently been nominated as Deputy Secretary for Management and Resources at the State Department.  Former Managing Editor of Time Magazine Richard Stengel has also  been nominated to the  Office of the Under Secretary for Public Diplomacy and Public Affairs.   Stay tuned.

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