A Comparative Analysis of the European Union's Digital Diplomacy Efforts on Twitter (X) During the Cop26 and Cop28 Conferences

In this study, the digital diplomacy activities of the European Union on the X platform, formerly known as Twitter, in the fight against climate change are examined. During the periods of the COP26 conference held in Glasgow between 31 October–12 November 2021 and the COP28 conference held in Dubai between 30 November–12 December 2023, a total of 101 tweets shared from the @EUClimateAction account with the hashtags #COP26 and #COP28 were analyzed. The results of the analysis conducted with the STATA program revealed that the engagement level of tweets shared during the COP26 period was higher compared to COP28. Additionally, it was determined that content focusing on environmental issues and concrete climate actions attracted more interest from users. These findings indicate that content quality and topic selection are important for the success of the European Union’s future digital diplomacy strategy.