Twitter-diplomacy: Ukrainian context (Research Article)

In the article the involvement of Ukrainian politicians and diplomats to Twitter social network and it is compared the advantages and disadvantages of using this social network within the framework of their professional activity is analyzed.  As the usage of social networks in electronic diplomacy in Ukraine is being developed, it is asserted the nessesity of complex investigation of foreign experience which can be useful for Ukrainian diplomats and will help them to use Twitter successfully, as a tool for diplomatic activity. Therefore, analysis of Ukrainian context of using Twitter social network as a new social media platform is considered as relevant, and makes it possible to reduce the distance in the interactions of citizens and politicians, their communication with each other. Conveying the analysis of personal pages of politicians, in the
article has been identified TOP-10 most popular Ukrainian political leaders on the Twitter network. It is investigated the benefits for political elite’s presence on Twitter: the promotion of their own image, establishing contacts with other colleague politicians and diplomats, sharing their opinions and views, ability of quick reaction to international events, communication with citizens, ability to follow public’s mood, react to various events. It is emphasized on citizens’ opportunity to communicate with ruling elite, to influence the adoption of important political decisions. It is proven that the lack of experience in the field of Twitter diplomacy causes difficulties encountered by Ukrainian diplomats and politicians, including: common practice of copywriting messages from one social network to another, low activity of political elite, and absence of foreign audience among followers. It is also emphasized on the necessity of elaboration communication strategies of Ukrainian diplomats and politicians with the public and colleagues from other countries, taking into account the peculiarities of foreign successful diplomatic discourse within the framework of Twitter network.