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Web-based public diplomacy

Abstract: This article examines the role of social media in public diplomacy. Using the cases of the Iranian riots and the Xinjiang riots in 2009, the article investigates the emerging strategic implications of social media such as Twitter, Facebook and YouTube in national and international politics. The research identifies web-based public diplomacy as an increasingly important trend in foreign policy strategies. This strategic asset is based on technology-enabled word-of-mouth communication, implemented through social media, facilitated by anonymous proxy. An inadvertent result of web-based public diplomacy is the creation of ‘smart mobs’, a consequence that may be intentionally used by groups with certain political agendas. Finally, the article recommends that China utilise the full potential of social media to achieve its public diplomacy goals and to enhance its global agenda-setting power.