In response to politicization and contested legitimacy, UN peace missions increasingly use social media to enhance public engagement. This study examines the UN Verification Mission in Colombia's dual Twitter strategy, comparing the institutional account with the ‘personalized’ account of the Special Representative. Analysing over 10,000 tweets using content analysis and negative binomial regression, the study finds that personalized communication and content focused on UN-related and justice topics generate greater online resonance. Conversely, excessive use of visuals and hashtags reduces engagement. These findings offer new insights into the digital communication strategies and audience dynamics of UN peace missions.
Julia Leib (Fri,) studied this question.