The State Department runs its social media operation like a shady online herbal supplement dealer. From 2011-2013, the State Department spent $630,000 on a ham-fisted social media ad campaign to increase its Facebook fans, according to a new Inspector General. It worked, technically, increasing the number of likes on State Department pages from 100,000 to 2 million. But now they just have hundreds of thousands of random teenage Facebook fans: Good if John Kerry wants to launch a new career as a heartthrob pop singer, but not so useful for international diplomacy
"Many in the bureau criticize the advertising campaigns as ‘buying fans' who may have once clicked on an ad or ‘liked' a photo but have no real interest in the topic and have never engaged further,"