International University in GenevaMaster of Arts in Media and Communication

How Switzerland can use Social Mediato Promote and Protect its Country Brand

by Beatrice Curtis(under the supervision of Professor Patricia Goldschmid)May, 2011

HOW SWITZERLAND CAN USE SOCIAL MEDIA1

AbstractBackground

: Swiss and quality have always been synonymous.Switzerland’s economy depends on it – from its banks to its watches to its picture-perfect tourism and top-rated system of governance. But since 2008, Switzerland’sreputation as one of the world’s most admired and competitive countries has been jeopardized by sustained attacks in online media on its banking secrecy practices andreferenda seen as limiting the rights of foreign residents. In light of these mediaattacks, this research aims to define how an integrated, best practices use of Swisssocial media channels can protect and strengthen Switzerland’s country brand image.After reading this thesis, the audience will understand how well Switzerland’scommunication strategy abroad is currently being supported by its social mediacompared to best practices and a benchmark country. It will also be able to see acorrelation between best practices social media use to promote a country brand andlosses or gains in that brand’s position in the major country ranking indexes.

Analysis

: Because the Swiss government uses the results of country brandranking surveys to identify the strengths and weaknesses on which it bases its

Communication Strategy Abroad

, this research focused on the qualitative elementsused to rank countries by Anholt’s Nation Branding Index (NBI) and IMD’s WorldCompetitiveness Yearbook (WCY), such as perception of a country’s culture andpeople. An interview with the Director of the WCY helped to verify a correlationbetween drops in certain elements of Switzerland’s image abroad and intense negativeonline media attention.The head of Presence Switzerland was interviewed to discuss plans for usingsocial media to support the government’s

Communication Strategy Abroad

HOW SWITZERLAND CAN USE SOCIAL MEDIA2

Government officials were also interviewed on the feasibility of extending the termand/or social media presence of the presidency.Six major Swiss social media channels, which correlate with the NBI Hegaxonand the aims of the communication strategy, were identified: country brand image,information gateway, tourism, governance, investment, and news media. These wereevaluated for their integration and depth as well as their ability to engage their targetaudiences. Swiss social media was then compared to that of Sweden, which wasselected as a benchmark for its equivalence to Switzerland in country competitivenessand for following social media best practices. Finally, Swiss head-of state socialmedia was compared to Australia.

Results

: It was determined that compared to the benchmark countries and toits own strategic aims, Switzerland’s social media was not using best practices. Eventhough the investment and news media channels have social media depth, they are notintegrated into the other main strategic channels. In particular, the Federal Departmentof Foreign Affairs’ (FDFA) Presence Switzerland, which is mandated to fulfillSwitzerland’s communication strategy, is not using collaborative social mediachannels, which could help lead positive and neutralize negative perceptions of Switzerland’s actions. The Swiss presidency is only using one social media channelin a limited way, compared to a three-channel best-practices use by Australia’s PrimeMinister.

Conclusion

: The outcome of this research is a list of six recommendations asto how official Swiss social media integration could be improved and social mediachannels extended to promote Switzerland’s country brand and protect it from attacksthat weaken elements of its brand and endanger its strong position in ranking indexes.