Up until very recently I was very sniffy about corporate and government engagement online. I always figured that the real strength in new media lay in the credibility born from broadcasting the voices of the unheard. I associated digital engagers using blogs and micro-blogs, social networks and chat forums to be identified with the individual, with community journalists wishing to distance themselves from mainstream media, and with speaking free from constraints of institution or authority.
Until last week in fact, any official blogging from the likes of government ministers would make me shudder and I assumed it was with ignorance that organisations and authorities around the world stumbled into this new digital playground. I sniggered at local authority Tweets and hollow-laughed as government Facebook groups requested my membership. Then a friend reminded me that my own words (these in fact) appear branded on the website of a rather large organisation – no less than the World Bank. Ah. Right. And I have to confess I have never been censored and rarely edited by the bank (save for my typos). I decided to have a conversation with a Digital Diplomacy expert in the hope it would resolve my issues for me. It did.