The cynical among us may dismiss them as purely for publicity, but candid photos can still play a crucial role in digital diplomacy. Done right, there are few mediums more capable of making a person relatable to his or her audience. A recent photo uploaded by former Argentine Ambassador to the United States, Martin Lousteau, serves as an ideal example. It is a selfie of the ambassador, with his wife and son, lying in having apparently just woken up. The tagline is equally simple: ‘Dawn of a new year. Happy 2017 to all!’

Waking up ‘like this’

The image of the ambassador and his family, without makeup or formal clothing, is a powerful one – and with over 7000 likes, it is clear that most people agree. It makes them seem, even if only for a moment, like an ordinary family celebrating the New Year, rather than members of the diplomatic elite. For a domestic audience used to seeing their diplomats at high society events and political summits, it is a stark contrast, and one that Lousteau deploys to great effect.  The unvarnished nature of the photo helps. Unlike many celebrities who claim to ‘wake up like this’ while looking almost airbrushed, the ambassador makes it clear that he too looks as dishevelled as anyone else waking up at home. Comments on the photo came from ordinary Argentinians, and ranged from those praising his ‘sincerity and honesty’ to those who lauded him for being ‘a politician interested in the good of ordinary people’.

Family man

Equally potent is the decision to include his family in the photo. The inclusion of Lousteau’s family plays to his reputation as a family man. Posted on a Facebook profile dominated by photos of his public appearances and political positions, the image stands out as a humanising post. It serves as a reminder that at home, it is family that matters and the ambassador is no different from the Argentinian people he represents. As digital diplomacy takes on a greater role in engaging domestic and international audiences on policy issues, photos like these help to forge a genuine connection between public figures and their constituents and strengthen their credentials as ground-up activists.

It is important to note that this is not an isolated image. Lousteau’s Facebook wall is a good example of a strategic, coherent narrative, in which the photo is one of many posts contributing to his personal brand and policy objectives. But as this simple image of family remains one of the ambassador’s most popular posts, we mustn’t underestimate how far a heart-warming photo can go in softening the hard edges of the diplomatic world.

Lessons for organizations:

  • Candid pictures should be just that – candid and simple, rather than overly planned
  • Find moments that convey humanising attributes – family, food, hobbies, etc.
  • Deploy these photos in key moments (New Year’s, etc.) and to complement Facebook profiles filled with professional activities
  • Photos should fit a broader, strategic narrative on the Facebook profile – transparency, community, etc.