Resumen de Public diplomacy meets social media: : A study of the U.S. Embassy's blogs and micro-blogs

Xin Zhong, Jiayi Lu

• With the evolution of communication technologies, traditional public diplomacy is transforming. This study examines the practice of the U.S. Embassy's public diplomatic communication via social media, namely Chinese mainstream blogging and micro-blogging, sites using Tencent for a case study. This study analyzes the embassy's blog and micro-blog entries and an interview with the embassy's public diplomacy officer. Based on the content analysis and interview, this study discerns the key features of the U.S. Embassy's public diplomatic communication using social media and further suggests that the common values and interests related to the global public as well as experience-sharing and relationship-building might become the focus of new public diplomacy research.