America’s reputation abroad has reached a new low. In the Middle East, America is even less popular now than when President George W. Bush occupied the White House. Washington’s image has suffered the most in Turkey, plummeting from a high of 52 percent in 2000 to a dismal 10 percent in 2011. In Asia this past week, Vice President Joe Biden tried to build bridges with Chinese President Hu Jintao’s presumptive successor, but the visit was clouded by doubts about the U.S. deficit.

Klout, which Time magazine included in a list of the year’s 50 best Web sites on August 16, gives its users a score based on how influential they are across a range of social networks. Contributing to the social savviness readout is a wealth of information about users’ most engaged followers and the topics they respond to best.

It’s not hard to see how diplomats can turn this data to their advantage. In an environment that often rewards targeted communication over indiscriminate broadcasting, diplomats have an interest in finding out who their followers are and what they like. Posting content that influencers will spread themselves can maximize the State Department’s impact via network effects while economizing effort. And by learning about their audience, diplomats will be able to tailor their engagement strategy and make course corrections, just as commercial brands do in the private sector.