Months after his arrival, a paper prepared for the Center for New Media and Society at the New Economic School in Moscow declared that McFaul had taken digital diplomacy much further than other diplomats. Sam Greene, then a senior research fellow at the center, also wrote that McFaul was already among Russia’s 10 most influential bloggers, as evaluated by numbers of mentions by other bloggers and readership.
The December issue of State, the magazine published by the U.S. State Department, and the January-February issue of the Foreign Service Journal ran admiring this-is-how-you-do-it articles about his use of social media.
He tries to vary the discourse, following up a tweet about Secretary of State John F. Kerry discussing Iran or a link to a strong U.S. statement on human rights in Russia with something personal about himself or his family.
When he and his wife celebrated the new year by watching a Bolshoi Ballet performance of “The Nutcracker,” he tweeted photos and posted them on Facebook, commenting on the wealth of Russian culture. A year and a half ago, a photo of him in Red Square with family members visiting from Montana got a thousand likes.
In a series of 15 or more tart tweets, the Foreign Ministry called itself shocked by remarks McFaul had made to students at the Higher School of Economics, describing him as distorting the U.S.-Russian relationship and spreading falsehoods.
McFaul defended himself; his standard PowerPoint presentation had emphasized positive results, he said. Carl Bildt, the Swedish foreign minister who was watching in cyberspace, called it the first Twitter war.
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