Digital diplomacy is evolving rapidly, reshaped by the rise of the so-called ‘splinternet’ and the increasing reliance on transmedia networks orchestrated by ministries of foreign affairs. This study delves into the dynamics of US digital communication in the Russian language, leveraging ChatGPT-driven bias detection to examine 5,872 posts on X (ex-Twitter), including the official State Department content and tweets from the Russian media organizations classified as ‘independent’ by the US government. The findings are further complemented by an evaluation of digital diplomacy engagement strategies, uncovering the intricate relationship between messaging frameworks and digital media platforms. Offering methodological advancements in frame analysis, the article fills critical gaps in understanding US diplomatic efforts in Russia, shedding light on the adaptability and impact of digital diplomacy within fragmented ecosystems. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.