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Abstract Purpose This study examines the Twitter/X networks of U.S. ambassadors in Israel, Iraq, and Qatar from 2017 to 2024, aiming to assess how digital diplomacy is conducted through these platforms. Utilizing Sprinklr, we gathered 586,736 mentions involving the ambassadors’ Twitter handles, with a focus on evaluating the influence and communication strategies within these networks. Design/methodology/approach We analyzed a random sample of 30,000 tweets from the collected data using network analysis techniques. This approach enabled the examination of centrality metrics within the ambassadors’ digital networks, providing insights into the influence patterns and communicative interactions via Gephi. Findings The analysis revealed a significant influence of state actors and established political elites who predominantly engage in unidirectional communication, despite the platforms’ capabilities for interactive and reciprocal dialogues. We identified elected officials and specific non-governmental organizations as key actors shaping the diplomatic narratives, highlighting the diverse yet controlled actor interplay in digital diplomacy. Practical implications This research underscores the need for strategic adjustments in digital diplomacy practices to enhance interaction and inclusivity. Our work provides policymakers with insights into leveraging digital platforms for more effective and dynamic diplomatic exchanges. Social implications The study illuminates the role of digital platforms as critical venues for shaping diplomatic narratives by both state and non-state actors. Notably, our findings highlight the use of hashtags in advancing human rights movements and in discussions surrounding the Israel–Palestine conflict, demonstrating hashtags’ impact on global and regional advocacy efforts. Originality/value This research offers a unique perspective on the integration of traditional diplomatic roles with contemporary digital strategies, particularly highlighting the constraints and potentials within Middle Eastern contexts. We suggest ways to enhance the inclusivity and effectiveness of diplomatic engagements through improved social media utilization, thereby contributing to the evolving field of international relations and public diplomacy.
Kafiliveyjuyeh et al. (Sun,) studied this question.