Tailored messages or one-size-fits-all communication? A comparative analysis of United States public diplomacy on Twitter

The transnationalization of political issues has led to a greater need for multinational solutions and has increased the relevance of public diplomacy (PD). Although scholars have identified different approaches to digital PD, comparative research is lacking. This study addresses this gap by examining whether United States (US) embassies vary in their reliance on various PD instruments. Furthermore, it explores whether such variation aligns with contextual target audience variables, specifically different facets of political and cultural proximity. Based on a dataset that includes all Twitter accounts operated by US embassies over a year-long period (n = 176,372 posts), the results suggest that embassies vary in their use of PD instruments. Moreover, the prevalence of PD instruments and advocacy topics covary with some of the analyzed facets of political and cultural proximity. Consequentially, the study suggests that US embassies partially tailor their messages to the interests of target audiences.