Diplomatic Representation and Online/Offline Interactions: EU Coordination and Digital Sociability

European Union (EU) diplomatic representation in third countries is performed by both the Member States and by the EU Delegation. This hybrid system of representation functions through EU coordination. As social media have become important channels of state representation, coordination also takes place in the domain of digital diplomacy. This article analyzes how the EU Member State embassies and the EU Delegation coordinate EU representation through online and offline interactions. It investigates the practices of coordination and maps routines of digital sociability. The United States’ capital Washington, DC provides a context of both strong bilateral relations and a history of shared EU interests. The study draws on observations on Twitter (later renamed X) between 2019 and 2021 and reflections from diplomats who engage in the coordination of EU representation, collected through an online survey and interviews. By examining the reciprocity between online and offline interactions, the study illuminates how relationships are cultivated, a sense of collective belonging is fostered, and social order is negotiated. The findings enhance our understanding of how digital diplomacy is deeply embedded within diplomatic contexts and their distinctive practices. They contribute to advancing knowledge about the interplay of digital diplomacy, multilateral representation, and the dynamics that shape diplomatic engagements.