What's on Weibo, an independent blog that reports on social and cultural trends in China, recently released a list of the top five embassies with the largest number of followers on Sina Weibo, China's most influential micro-blogging platform. The Israeli embassy tops the list with over 1.91 million followers, which are 800,000 more than the Canadian embassy, the second on the list, and almost double that of the US embassy, which sits at No. 3.

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.
 

The tour, marked as the teaser of the " China-Russia Internet Media Forum" that will be heldin Tianhe district on Saturday, included visits to some of the leading internet and innovativecompanies in the district. More than twenty Russian press savvies and media entrepreneurswith their Chinese counterparts attended the tour.

The ruling party has told all 86.6 million of its members to engage with its first foray into social media with a public account launched this month on massively popular mobile social media platform WeChat, which boasts 438 million monthly active users. The account, called “gong chan dang yuan”, or Communist Party member, is managed by the Organisation Department of the party’s highest organ of power, the Central Committee. The department has told all members of the world’s largest political party to follow the account.

Twitter CEO Dick Costolo is visiting China this week, and it is tempting to view the trip as the first step in a campaign to get his company inside the world’s most populous nation. After all, Twitter is struggling to add users, so it could stand to access a market of 600 million people connected to the internet.

One of the ways to think about China's Internet is as a Bizarro version of the World Wide Web. Facebook and Twitter are banned, but social networking sites like Sina Weibo and Kaixinwang operate freely. Instead of YouTube, there is Youku Tudou. And while Google does operate in China -- albeit intermittently -- the Chinese company Baidu dominates the search engine market. A foreign observer of the Chinese internet might conclude, to paraphrase Vincent Vega in Pulp Fiction: "They've got the same stuff there that we do here, it's just ... a little bit different."