FACEBOOK MLK DAY OUTREACH PROVES THE TWO-FOLD VALUE OF

UNCLAS SURABAYA 000015

SIPDIS

DEPT FOR EAP/PD, IIP/EAP, AND EAP/MTS

E.O. 12958: N/A
TAGS: PGOV KPAO ID XC
SUBJECT: FACEBOOK MLK DAY OUTREACH PROVES THE TWO-FOLD VALUE OF
SOCIAL MEDIA

REF: JAKARTA 65


1. SUMMARY: Consulate Surabaya's official Facebook page
launched its "I have a dream~" outreach in celebration of Martin
Luther King, Jr. Day. Indonesia is the seventh largest
Facebook-using country and one of the fastest-growing in the
world. The Surabaya Facebook MLK posts received over 10,000
hits within a couple days. More than 150 "fans" participated
directly in the outreach by posting their dreams for Indonesia.
This outreach not only allowed "fans" to learn about American
culture, history, and society, but enabled Mission Indonesia to
hear from the Indonesian public about what is important to them.
This two-way dialogue fosters mutual understanding, reaches a
specific Indonesian target audience, and exponentially increases
the number of interactions between U.S. Government personnel and
the Indonesian populace. END SUMMARY

A LESSON IN U.S. CIVIL RIGHTS

2. Consulate General Surabaya's Facebook page has attracted
nearly 17,000 "fans" since its official launch on October 1,

2009. In January, we launched the "I have a dream~" campaign to
promote awareness about Martin Luther King, Jr. Day and civil
rights in the U.S. We posted a note containing the text of
Martin Luther King, Jr.'s "I Have a Dream" speech. Then we
asked our fans to post their dreams for Indonesia. Every fan
who posted their "dream" for Indonesia was entered into a
contest to win a prize pack which included a Martin Luther King,
Jr. biography, President Obama's "The Audacity of Hope" book
translated into Indonesian, and other prizes.

UTILIZING FACEBOOK FOR SOCIAL CHANGE


3. Indonesia has the seventh largest number of people using
Facebook in the world, with approximately 12 million users.
This number only continues to climb, as Indonesia is ranked
second in the world for the highest 12-month growth. Facebook
is being used in Indonesia as a tool for social protest, freedom
of speech, and to connect people across this nation of islands
(Reftel). Now through the use of Facebook for Mission-wide
outreach, we can expand beyond the normal limitations of time
and space, and on a limited budget, reach thousands more people
(primarily youth audiences) through "owned" social media
platforms. Facebook pages give the unique ability to reach out
and educate Indonesians about American culture and history and
then hear the reactions and how Indonesians apply these ideas to
their own country and situation, within defined parameters.

WHAT INDONESIANS WANT


4. After only a couple of days, the Facebook posts about Martin
Luther King, Jr. had more than 10,000 hits and received 150
responses to the question "What is your dream for Indonesia?"
The posts of Indonesian "fans' were thoughtful and most
resonated with the same themes. Indonesians want to "stop
corruption and personal interests from the lowest officials up
to the highest parts of government." They want a "clean, fair
justice system with honest officials." There is a deep desire
for "religious harmony and respect" and to "stop terrorism." On
the economic front they want "development to come to all parts
of the country" and to "reduce unemployment." They feel a
desire to be seen as a country like China or Brazil in regards
to development and to be a donor country rather than a
"receiver". The strongest and most prominent "dream" is to
eliminate corruption and nepotism. They also express doubt, as
some said these are just dreams and will never become reality.
Others show a lack of hope that things like corruption,
especially, can ever really change.

THE VALUE OF LENDING AN EAR


5. By using the virtual gathering-place that is Facebook, we
can demonstrate that we are interested in what "regular"
Indonesians think. We do not censor posts or comments, except
if they violate Facebook's policies. People feel free to
express their opinions directly to us, and believe that their
voice is heard by the U.S. Government. While it is impossible
for USG employees to reach every part of Indonesia, through
social media we are now thousands of places at once, forming
interactive and direct online communities throughout Indonesia.
This has value and fosters mutual understanding between the U.S.
Government and regular Indonesian citizens. Mission Facebook
pages are portals to exponentially increase our people-to-people
connections through a virtual meeting space. They give us
un-matched opportunities to not just reach out and educate or
explain, but more importantly to listen.

MCCLELLAND