I first came to learn about the impressive blogging operation from the British Foreign and Commonwealth Office (FCO) when Stephen Hale, whose title at FCO is Head of Engagement--Digital Diplomacy, linked his blog to Municipalist. I was immediately taken by how enthusiastically Britain's equivalent to the U.S. Department of State had embraced the Web.
For instance: Britain's Foreign Secretary, David Miliband, blogs frequently. That is: Posts appear under his name, and seem to be authentic. Miliband had experience blogging even before taking over the top diplomatic post in 2007, as he explained on his site:
"Politics should be about dialogue and debate, and new technology makes this more possible than ever. But the gap between politicians and the public seems to be growing.
"This is why in my last ministerial job I began writing a blog. I found it a great way to engage with people: to explain my work and my thinking in a more personal and less formal way than the usual Ministerial speeches; and to hear directly what people thought of what I was doing."
Miliband seems completely at home in the format, calmly and directly blogging about a variety of issues controversial and otherwise. He reads an article he likes, he blogs about it. He sees a controversial report about Hamas, he blogs about it. No fears. The result is the man comes off as accessible, thoughtful, engaged.
No American Secretary of State has attempted regular blogging under his or her own name. A new program called Text the Secretary places obviously staff-written words under the byline of Hillary Clinton. The result is formal, stilted, dull, and simply nowhere near as engaging as Miliband's posts.
Like the U.S. Department of State, the British Foreign Office is also active on Twitter, YouTube, and Flickr.
It is my intention to track down Mr. Hale and others from the FCO blogging network in the coming days for a Q & A. Stay tuned.