By Tinatin Grdzelishvili
Founder & Editor-in-Chief | BA International Relations Student at Webster University Georgia
July 2025 • 5-Minute Read

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Digital diplomacy, which involves utilizing digital technologies to achieve diplomatic goals, has evolved beyond its initial, undeveloped stage to become a well-established practice in today’s world, one that is increasingly shaped and complicated by the rapid growth of social media platforms. (Bjola & Kornprobst, 2025) It’s no coincidence that world leaders and foreign ministries are gaining attention on social media. They can now speak directly to users and join active public debates. This marks a shift away from the traditional model of diplomacy, which relied on formal communication between states. In the past, ambassadors used newspapers, books, or public speeches to reach people. Today, they can engage informally and instantly, without intermediaries and at any time.  

The war in Ukraine shows the close link between digital diplomacy and information warfare. It highlights the need for flexible and transparent strategies. Approaches need to be culturally sensitive to address these complex challenges. In Ukraine, information warfare is defined as using information strategically to serve one’s own interests. It aims to shape public opinion, disrupt key infrastructure and control the information environment. The main goals are to launch attacks against opponents, dominate the narrative space and boost the impact of military operations. (Kızı & Ayhan, 2023) 

According to Plazova et al. (2024), Ukraine has responded to disinformation with targeted communication strategies. These include media literacy programs to help the public spot propaganda. The country has also set up communication centers to share accurate updates and encourage national unity. Although Russia had early advantages in information warfare, Ukraine has pushed back effectively. The government used digital platforms strategically, while citizens played a key role in spreading reliable information. Still, information warfare is constantly changing. Ukraine’s experience shows the ongoing need for flexible digital diplomacy and international cooperation to protect global stability.

Ukraine’s digital diplomacy relies on social media and online platforms to defend its national image and interests. Through direct engagement with international audiences, it works to influence public opinion abroad and build foreign support, especially in response to ongoing conflict. (Matvyeyeva, 2024) 

As noted by Kvartsiana (2023), at the start of 2022, Ukraine moved government data to the cloud, which helped keep public services running digitally during the war. The country’s digitalization reforms since 2019, branded as a “state in a smartphone” by Zelenskyi, made most services and documents accessible online, which was vital for people fleeing war zones. The Diia app quickly expanded its features, letting users report Russian troop movements, donate to the military, report damage and apply for aid. Its users grew from 14.5 million to 18.9 million by April 2023. New digital tools like the Air Alarm app and online property access systems also helped people stay informed and protect assets. Legalizing cryptocurrencies in early 2022 enabled quick fundraising, over $212 million was donated via crypto in one year, with $80 million going to the government. The Ministry of Digital Transformation played a key role in cyber defense, forming partnerships with companies like Amazon and Microsoft. Civil society was also vital; groups that once struggled to promote digital safety now see high demand for cybersecurity training, as Ukrainians increasingly link digital protection with physical security.  

Following Russia’s invasion of Ukraine on February 24, 2022, likely Russian cyber threat actors launched several disruptive attacks, including DDoS and wiper malware targeting government, financial and energy sectors. These cyber operations often aligned with military actions. So far, eight malware families have been linked to these attacks: WhisperGate, HermeticWiper, HermeticRansom, CaddyWiper, DesertBlade, Industroyer2, IsaacWiper and DoubleZero. Hacktivist groups like Anonymous have carried out cyberattacks on the Russian government and industries, including data leaks, file wiping, DDoS attacks and hacking state TV. The Belarusian Cyber Partisans have also targeted Russian systems, though with limited effect. Meanwhile, over 400,000 volunteers have joined Ukraine’s crowdsourced “IT Army” to defend its networks.  (Canadian Centre for Cyber Security, 2023) 

Ukraine’s digital diplomacy reflects the need for states to adapt to both historical context and technological change. The country combines its historical narrative with digital tools to strengthen its international standing and counter disinformation amid conflict. This approach has supported Ukraine’s foreign policy objectives and is expected to evolve alongside advancing technologies.

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Bibliography

Bjola, C., & Kornprobst, M. (2025). Understanding International Diplomacy: Theory, Practice and Ethics (3rd ed.). Routledge. https://doi.org/10.4324/9781003485407 

Canadian Centre for Cyber Security. (2023). Cyber threat bulletin: Cyber threat activity related to the Russian invasion of Ukraine. https://www.cyber.gc.ca/sites/default/files/cyber-threat-activity-associated-russian-invasion-ukraine-e.pdf 

Kızı, T. B., & Ayhan, N. (2023). Understanding digital diplomacy through Ukraine-Russia events: The truth behind events in Ukraine and Donbass. In T. Elitaş (Ed.), Maintaining international relations through digital public diplomacy policies and discourses (pp. 121–135). IGI Global. https://doi.org/10.4018/978-1-6684-5822-8.ch010 

Kvartsiana, K. (2023, December). Ukraine’s cyber defense: Lessons in resilience (ReThink.CEE Fellowship Report). German Marshall Fund of the United States. https://www.gmfus.org/sites/default/files/2023-12/Kvartsiana%20-%20Ukraine%20Cyber%20-%20Report.pdf

Tetyana, Plazova., Oleh, Kuz., Nina, Konnova., Dmytro, Korotkov., Oleksandr, Galushchenko. (2024). Information Warfare as an Instrument of Geopolitical Influence on Ukraine: Main Aspects and the State’s Response. International Journal of Religion, doi: 10.61707/0g2yt516 

Yuliya Matvyeyeva. Digital Transformation of Ukraine’s Public Diplomacy: Strategic Communication and Social Media Integration. 2024, ff10.13140/RG.2.2.28150.82244ff. ffhal-04732921f