As you might already know, I am working as the political communication consultant for Turkayfe.org project. Turkayfe is a Web 2.0 based online platform that invites people to share their experiences about Turkey with the community. Our main is to brand Turkey through people’s perspectives. Instead of using mass media and mass persuasion methods, we aim to reach a brand image through telling stories about the country. We label our attempt as a social diplomacy project. Even though, Turkayfe.org mainly utilizes online communication methods, it is important not to forget that social diplomacy is inherently a ‘social’ understanding of public diplomacy, and requires face-time with the target audiences.
Last Sunday, we were at the Turkish Festival in Washington, DC. We set up a table for Turkayfe, and made our first contact with the community in Washington, DC. The Turkish expats and students in the United States, as well as American citizens interested in Turkey are two of our main target audiences. Therefore, the festival was a great opportunity for us to connect with the community. You can read more about our impressions here and here.
Shortly speaking, social diplomacy projects taking place at a grassroots level cannot survive through solely online communication technologies. The projects need to ‘solidify’, in other words, the projects should focus on creating a real community around the idea who will eventually contribute to the online communication attempts.
The people in the post photo are (from left to right) Forest and Karalyn (alumni of Bilkent University), Gizem (our founder), and me.
Here are some of my observations after spending one day at the festival and engaging with the community:
– Communication is an important aspect of project management, especially if we are running public/social diplomacy or nation/place branding projects.
– Face-to-face communication enables us to get direct feedback from people about the project.
– Giving a face to the project increases your credibility. You are no longer only a website, you are the people who are running the website.
– Meeting people who are interested in the project, who love to talk about your project definitely increases the motivation of the team members.
This blog post is also posted on http://placebranding.ning.com/