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Digital diplomacy is a hot topic. Embassies all over the world increasingly use social media as a low-cost and convenient tool to promote their countries, inform people about their latest activities and engage with their followers. Many embassies can be found on Facebook, Twitter or Youtube, but also on China’s Sina Weibo or WeChat, changing the way foreign embassies engage with with local audiences in China.
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The migration of ministries of foreign affairs (MFAs) to social media is by no means a new occurrence. Indeed, the Israeli, Swedish, and American MFAs have been active on Twitter for nearly a decade. It may therefore be time to investigate if MFAs have mastered the use of social media to attain diplomatic goals—be it conversing with foreign populations, gathering information on other nations' foreign policies, or narrating a coherent national image.
It's time to evaluate how much diplomacy has gone digital.