The long road ahead: Assessing the long-term impact of Ukraine’s innovative Twitter practices

This study sought to analyze Ukraine’s innovative use of Twitter (X) during the Russia–Ukraine War while identifying which Ukrainian innovations may diffuse among diplomatic institutions, thereby impacting the practice of diplomacy. Through an extensive literature review of 90 digital diplomacy studies, the study mapped 14 factors that may facilitate or inhibit the adoption of digital innovations in diplomacy. Using these factors, the study identified four Ukrainian innovations which may be widely adopted by diplomats including lobbying big tech CEOs, using memes and humor to narrate events, and utilizing celebrity Ambassadors. The study also identified one innovation that may not be adopted by diplomats—crowdfunding weapons procurement online. The study discusses the impact of each Ukrainian innovation on diplomatic practices and digital publics. By identifying factors that impact the adoption and diffusion of innovative technologies among diplomats, and demonstrating how such innovations impact diplomacy, the study addresses an important lacuna in digital diplomacy research.