since it uses both Facebook and Twitter, and it seems that the effect sought by the message is to provide recognition for the work of the president so that it will be remembered that he is at the end of his term and “it was his final achievement as President”. Another important element to understand about the historical moment in which the posts were made is that the polls were measuring the popularity of the outgoing president, and it was a good moment to offer a reminder on social networks of the achievements of the president in the context of the historical conflict in Colombia. The result seems to have been attained since the comments on social networks were positive, with a strong association with the peace process; this is related to the study by Rodríguez et al. (2015) in which he points out the use of Twitter by President Santos during the peace process as he sought to generate optimism.

3.3. Spain

The case of Spain was analyzed with attention paid to the fact that according to the media, social networks played a very important role both in the election of Rajoy as president and in the motion of censure that removed Rajoy from power; if so, it seems reasonable to believe that social networks play an important role in public diplomacy in Spain. Furthermore, according to Manfredi, Herranz and Calvo (2017), the digital dimension is now part of Spain’s foreign action strategy, not merely a shortlisted instrument, and in this sense “the Spanish model of digital diplomacy seeks greater prominence in communication, more closeness and interlocution, convinced that the administration must be where its citizens are” (Manfredi and Femenía, 2016: 20). As the analysis in this paper refers to the second Rajoy administration, it is important to note that: “...the array of digital and audiovisual changes have led to the need for organizing a communication strategy to respond to international public opinion and to the very demand of Spanish groups living abroad, which is around four million people” (Manfredi,2017:106). It is therefore necessary to analyse how citizens respond to Spain’s digital public diplomacy. The first post relates to the meeting with Rajoy and Trump in the Oval office of the White House, Figures 8 and 9. According to the author, the Spanish experience is very positive, and social networks are used for the dissemination of information, for attending to emergency situations, and for diffusion of the agenda.

Figure 9. Meeting with Trump at the White House

Source: https://twitter.com/marianorajoy/status/912721896654983168