The time is ripe for governments to start monitoring their digital reputation just as they monitor it in the real world. [...] But the mistake is to equate nation branding with advertising, which doesn’t work for places. A place with a bad reputation won’t be able to fix it this way. Instead, the place must take strategic action to align its reality with its desired reputation.
The Under Secretary, Cristina Gallach, describes the challenges of managing the UN's image.