Analyzing of Twitter Content Strategy and Public Engagement of Indonesian Representatives Abroad

¹ International Relations Department, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia
² Departement of Industrial Engineering, Faculty of Industrial Engineering, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: iva.rachmawati@upnyk.ac.id

Abstract

This research derives from the field of digital public diplomacy, specifically focusing on the use of Twitter by Indonesian representatives abroad to engage with global audiences and enhance national soft power. The study addresses the need for a deeper understanding of how specific content strategies on social media can effectively contribute to successful public diplomacy outcomes, particularly in the context of Indonesia’s international relations. Data was collected by analyzing 25,020 tweets from Indonesian diplomatic accounts using Latent Dirichlet Allocation (LDA) to identify key themes and topics. The main results reveal that the most engaging content revolves around three areas: COVID-19 health measures, international achievements such as the Tokyo Olympics, and Indonesia’s leadership within ASEAN. These findings imply that the strategic use of Twitter can significantly bolster a nation’s diplomatic efforts by focusing on content that resonates globally, thereby enhancing Indonesia’s influence on the international stage.