Secretary of State Hillary Clinton has pushed for more integration of Internet advances in US diplomacy. She supported young, tech-savvy officers who were developing huge Twitter followings.
In East Africa, the State Department supported a competition called "Apps 4 Africa" that challenged software developers to come up with a socially beneficial phone application. The winner was "iCow," an application that helps farmers track animal breeding cycles.
“That’s at the heart of what this digital diplomacy is,” says Sam duPont, a policy analyst with NDN, a think-tank in Washington. “Using this incredibly powerful global network to bypass traditional government-to-government, diplomat-to-diplomat relationships and use the technology to reach people you couldn’t reach before.”