Institutionalizing Virtual Exchange

In order to be globally relevant and effective, public diplomacy must continue to expand its social media presence. Nothing will ever replace The Last 3 Feet, but there still needs to be a presence where no feet exists. The State Department has the opportunity to capitalize on new technology and to interact with those audiences that will never be able physically experience America. Mobile phones and other electronic devices have unlimited potential to increase educational exchange, promote peace and foster economic development. The State Department recently hosted a 24- hour college fair, which offered an online space for over 200 U.S. colleges the opportunity to present information to foreign students. Programs like the virtual college fair can be potentially at risk of being terminated if the priorities and political influence in Washington change drastically. Institutionalizing virtual public diplomacy is the most sustainable route to make sure that online dialogue and exchange continues to have a presence.

Institutionalizing virtual exchange requires a deep commitment on behalf of Foreign Service officers serving abroad. These individuals must make a serious effort familiarize themselves with these new forms of digital media in order to train the local communities in which they serve. Additionally, there must be special emphasis on training foreign nationals how to use new technology as a medium for foreign exchange. Foreign Service officers serve for a maximum of 3 years in a particular country, and sometimes are replaced by individuals that may not have similar ideas and methods to promoting communication exchange. If virtual exchange is institutionalized at the grassroots level and channeled through foreign nationals, communication can be sustainable and will allow local communities and institutions to define their own destiny. Proactive steps can be made by establishing partnerships with foreign schools and other academic institutions to make virtual technology a long- term priority when implementing their curriculum. There has been too much progress made with virtual exchange for the communication platform to be threatened by changes in Washington, budget cuts, or the rotation of Foreign Service officers. Tara Sonenshine, undersecretary for public diplomacy and public affairs is absolutely correct when she argues that there is no substitute for the give- and- take of real encounters between people. Nothing will ever replace organic knowledge sharing. I also suggest a more collaborative public diplomacy that harnesses the strength of physical and virtual interaction. In order to ensure that this type of exchange continues to exist for future generations, it must be institutionalized in the academic curriculum of our foreign audiences