A seismic shift is under way at the U.S. Department of State as Foggy Bottom increasingly draws on Sillicon Valley expertise to develop tools and strategies for remaining effective — and relevant — in a rapidly innovating world...public diplomacy in particular has had to adapt its perspective and overhaul its outreach to stay current in a constantly evolving technological landscape.

It’s quite difficult, to be honest, for the government to do that [control] because many of these soft power tools are not things that we have direct control over. Even if we did try to influence them, that would be — to use the English phrase — the kiss of death, because the fact that the government was doing it would actually detract from the effectiveness of those soft power tools.

Israeli Deputy Minister of Foreign Affairs Danny Ayalon released a video that offers the Israeli government's point-of-view of the background and context of the Israeli- Palestinian conflict. The video quickly drew fire from the Palestinian National Authority, with chief negotiator Saeb Erekat terming it a "cynical and falsified account of history and international law," and called on Israel to explain its posting.

Modern public diplomacy has taken a new twist. This is a result of a change in media consumption from a one way broadcast medium to a two way dialogue. The result has been a shift from broadcasting to recruiting members of the public, or segments of civil society, to share your message indirectly. This can also be done by boosting the volume of existing fringe groups.

The State Department has declared the intent to use Internet and the opportunities created from this new open communication platform, to leverage U.S. national interests on a global scale. Part of this initiative includes a commitment to freedom of expression, not just for the citizens of the United States, but for people everywhere.

This past year, social media replaced traditional news outlets as an unrivaled source of information.The problem is, an unfiltered hashtag feed provides quality journalism in a haystack of foreign languages. So technically savvy outlets found that by editorially curating quality social media channels, they could cut out the noise associated with a raw Twitter feed and still relay key information at Internet speed.

Since 2008, under the leadership of the Obama Administration and direction of Secretary of State Hillary Clinton, the United States has actively advocated for a more networked society. The U.S. Department of State has coined this initiative, 21st Century Statecraft.

Despite only being 64 years old, and constantly in a state of political turmoil, Israel is fast becoming known in technology circles, as the world’s second Silicon Valley and as a ‘start up nation’. This prowess in technology has resulted in leaders and high profile figures from around the world to make regular visits to the small embattled state to see the start up nation in action.