Delegates will continue to explore the sub-working group’s three main themes: the Business of Media; the Evolving Practice and Profession of Journalism; and New Media Technologies. These themes will be encompassed in discussions on ethics, entrepreneurship and education, respectively, as well as the expanding role of social media.

We like to think we are a leading force in Asia, culturally and diplomatically. We might just be kidding ourselves. You have to give credit to the artist. Gangnam Style has set a new standard for music videos. Since its July release on YouTube, Gangnam Style has received more than 390 million views - and counting. The song has topped charts across the West, including here and in Britain.

Psy, a portly 34-year-old rapper with a penchant for silly dances, brought central Seoul to a standstill last week as he gave a free concert for 80,000 adoring fans, including two renditions of his global hit “Gangnam Style.”

Embassies perform a crucial role in maintaining diplomatic ties with foreign governments, but their function is to maintain economic, political and cultural engagement with people living in distant lands. There have been a few experiments with virtual embassies -- the United States has one for Iran.

The department, which has been embracing digital technologies like Twitter and Facebook to deliver services, engage with people and to extend UK influence, has seen ministers including William Hague directly praise the role social media can play in the day to day functions of the department.

During the recent crisis in Libya and the events surrounding the online dissemination of a hateful video, many asked: what tools does the State Department have to respond to audiences and engage people around the world in real time?