I have to analyze six twitter accounts made by Global Affairs Canada. Those accounts could be divided between Global North hegemonic countries, and more southern peripheral countries. All of them located in Europe, and one in Eurasian to be precise. In general, there is a pattern to promote a Canada foreign investment agenda around natural resources extraction combining with trying to promote as a State nice face in myriads of banality topics and other more serious (Gender equality).
In terms of engagement and audience, it seems a difference between interaction at Global North countries where there exist no so big interest by their citizens to have a nice reply from Canadian diplomacy. As a contrast, in some peripheral countries there is a more interest in feeling the “Canadian diplomacy spirit” probably more related with the economical suffering and a possible migratory plan. The exception to the Global North countries that I notice it is related to UK society, where there is an abundance of interactions very expectable from a historical, cultural, and dominance ties between UK in relation with Canada political establishment.
My surprises findings it was when collecting data from Canadian embassy at Turkey and at Germany. In the case of Turkey there exist an interesting reference to artistic activities, such as film festivals. In the case of Germany embassy there is several references to Margaret Atwood tour around German books fairs. Both references I found more constructive from the perspective of “Twitplomacy”, rather than just trying to back up the Mining State interests. So there could be a reflection in terms of content and what kind of Canada diplomatic legations wants to promote abroad, either the Gord Downie´s Canada (thumbs up!) or the big business one?
In sum, there still a need for working on a more structure goal-driven strategy and also to define the political point of view for this strategy. On the other hand, there still needs to build a double-way engagement with the different audiences at different countries.