Social media is an integral part of US diplomacy in China, said the US Ambassador to China Gary Locke on Friday during a townhall meeting with the employees of China's most popular search engine Baidu. He said that he was generally learning that Chinese citizens are "wanting more accountability, transparency, ethics in government."

In light of the "Kony 2012" saga -- the story of one valiant white hero who was ready to take down Central Africa's Lord's Resistance Army... until a mental breakdown of the naked variety brought about his tragic downfall -- more NGOs are contemplating the ethics of utilizing social and digital media to promote their causes.

The new Undersecretary for Public Diplomacy, Tara Sonenshine, and a bundle of other diplomatic nominees received the Senate stamp of approval. Sonenshine’s challenge will be to grapple with several substantive issues including the challenge from China.

“The slow pace of adaptation to e-diplomacy by many foreign ministries suggests there is a degree of uncertainty over what e-diplomacy is all about, what it can do and how pervasive its influence is going to be."

The event began with a short address by US ambassador who welcomed and informed the crowd about a cultural exchange programme between musicians of both countries. Thus far, Noori, Zeb and Haniya have travelled to the US to perform, while US artists are also expected to perform in Pakistan.

Rock music first developed in the United States in the 1950s and has evolved into an art form that celebrates the American value of free expression. Rock music also gives young people a voice with which to express themselves. The program is part of the U.S. Department of State’s ongoing cultural exchange programs.

It is a new beginning down at Foggy Bottom. Tara becomes only the seventh Under Secretary for Public Diplomacy and Public Affairs since the job was created upon the merger of USIA into the Department in 1999.