At the embassy level, ambassadors may be viewed as digital gatekeepers. Studies have shown that embassies headed by ambassadors who view digital platforms as an important resource are likely to be active online and to utilize digital tools in innovative ways. Conversely, embassies headed by ambassadors who view digital platforms as a risk are likely to be inactive online.

The UAE has more open communication with its citizens than people abroad realise, acording to a senior adviser at the Emirates Diplomatic Academy. Tom Fletcher, former British ambassador to Lebanon, said there was a perception in the West that the region was a more "closed world". [...] He said social media had proven efficient in terms of crisis management because "you can move the dial more quickly".

Sitting in my bedroom, 200 miles from Aleppo, social media makes it easier than ever to spectate the atrocities of the civil war. But has social media changed the reality of organising a protest on the ground? [...] There are a small number of major competitors for protest organisation platforms. Facebook, of course, has cornered the market. Twitter also plays a role. ​

Social media is a great campaign tool. And it is a great way for government to connect with constituents. But without some serious discipline, the use of social media by government officials can be a threat to the nation. What we are seeing now is a learning curve at the White House that could yield disaster before it reaches maturity. That is a result none of us should aspire to.