Social Media-based Public Diplomacy in Korea: An Analysis of Major Embassies’ Facebook Postings and User Reactions

Abstract

As more countries practice public diplomacy through social media, also known as digital diplomacy, much academic attention has been given to the field. Yet, most studies have adopted a U.S. or Europe-centric approach in understanding and analyzing the trend. This study tried to fill that academic gap in comparative digital diplomacy by comparing the Facebook activities of eight major embassies in Korea as well as the reactions of their users. Results show an overall dependency on one-way informational dimension of public diplomacy, while two-way engagement dimension is more recommended by scholars and practitioners. Users in fact reacted more positively and frequently to engaging methods, such as exchange and cultural programs, than simple information dissemination. Findings also indicate a diverging pattern of digital diplomacy worldwide, reflecting different countries’ diverse needs and strategies in digital communication. Academic and practical implications of the findings are discussed.