Finland became the first country in the world to publish its own set of national emojis in December 2015 on the country branding website ThisisFINLAND.fi, produced by the Ministry for Foreign Affairs of Finland. A set of summer emojis was added to the selection on the Day of Finnish Identity in May 2016 and ahead of Finland’s two-year term as chair of the Arctic Council starting in May 2017. The Finland emoji collection has met with great success abroad, garnering numerous international awards and reaching about 240 million people through traditional and social media.

Israeli politicians joined criticism of Apple on Thursday over a new phone application of the Protocols of the Elders of Zion, a notorious early-20th-century anti-Semitic forgery, recently made available on its iTunes store. Public Diplomacy and Diaspora Affairs Minister Yuli Edelstein called on the electronics giant to ban the app, arguing it perpetuated the canard of a Jewish international conspiracy to take over the world.

Far from being rendered irrelevant by technological progress, where governments can communicate with one another directly on a need-to basis, diplomacy has become an increasingly critical instrument in an age of interdependence and globalisation. Responding to the ever-changing world around it, diplomacy has evolved and adopted new tools and techniques to respond to the new demands and expectations.

On the other hand, consumers are gravitating towards companies that are using social media to dialogue with them about social issues. A well-known example of this is the Pepsi Refresh Project that used crowdsourcing to invite consumers to co-create where Pepsi puts its charitable contributions.

If Facebook were a country, its membership would make it the third most populous in the world. As its “population” continues to grow, the social network finds itself adapting to, and navigating within, a global sphere in which the importance of public diplomacy has also grown.