Uses of social media in implementing Lithuanian diaspora engagement policies

Abstract

The paper analyses the application of social media in developing marketing strategies aimed to attract diaspora professionals to different areas of social life by public governance institutions in Lithuania. Emigration is one of the biggest threats of current Lithuanian society. Over 2 million people who have Lithuanian origin live outside the country and the major countries of destination include Sweden, Norway, Germany, the United Kingdom, United States of America, Australia, Brazil, Argentina, etc. There were three major waves of emigration flows in the Lithuanian history: the first cohort emigrated in the 19th century, the second – after the World War II and the third cohort moved abroad after the Restoration of Independence in the 1990s. Strong network of diaspora professionals, mobile, well-educated and having successful careers Lithuanians globally is the greatest asset and competitive advantage of the country. The Lithuanian government faces the challenge how to maintain and strengthen mutually beneficial relations between Lithuanian living inside and outside the country. Different marketing strategies are applied aiming to attract diaspora professionals to the development of country’s welfare and empower their networks to serve utmost their members. Literature and documentary analysis was applied. Research results suggest that social media plays an important role in developing marketing strategies by Lithuanian public governance institutions and empowering the networks of diaspora professionals. Facebook, LinkedIn, Twitter, Instagram are widely used by Lithuanian government as marketing strategies and communication tools among networked diaspora professionals in business, public governance, education, medicine and other areas. They empower Lithuanian public government institutions to crowdsource and find solutions to societal challenges and diaspora professionals to bring forward their ideas, share professional experience, and launch discussions that have an impact on the country’s social life and welfare.