Social media diplomacy, between China and world

Editor's note: Shen Shiwei is a GTN news editor and columnist, a non-resident fellow at the Instituteof African Studies at Zhejiang Normal University and a research fellow at Charhar Institute. The article reflects the author's opinions and not necessarily the views of CGTN.

The February 22 edition of The Economist has turned its eye on how Chinese diplomats are tweeting. As moreChinese diplomats become active on Twitter, posting their daily work, sharing videos and relayingcomments, it has become a convenient way for the public to get informed about China. Some official accounts even act like an official "spokesperson" or media source.

In the age of social media, such "diplomacy" is a major step forward for Chinese diplomats wishing to communicate with the world to create a better and more comprehensive understanding of China.

However, while many Chinesediplomats are just beginning to tweet, their foreign counterpartsare already veterans on China's Weiboand other emerging Chinese social media platforms.

Foreign embassies in China has been practicing "Weibo diplomacy" or "Wei-diplomacy" for years. It's a remarkablepublicity practice. To gain popularityin China, some politicians,like Canadian Prime Minister Justin Trudeau, have opened official accounts on Weibo. Trudeau opened his Weibo account in 2013.

The UK embassy in China launched its official Weibo account soon after the governmentdistributed Twitter and public diplomacy guidanceto cabinet members in 2009. Its account tends to behave like a newsroom,updating the public on high-level exchanges and visits of British officials and business representatives. Sometimes, the embassy also posts recruitment advertisementsand visa policies.

Of the embassy accounts onWeibo, the U.S. embassy's account is probably one of the more active. Seminars on American society, culture, history, education, visa policies, U.S. politics and elections constitute the main contents. However, one of the most attractive topicson Weibo this January was perhaps the online "wars" between the U.S. embassyand Iranian embassy, centered on the Soleimaniassassination. It is very interesting, especially since the two embassies are located opposite sides ofa road in Beijing.

Photo shows the Ministry of Foreign Affairs of the People's Republic of China in Beijing, capital of China, April 6, 2018. /Xinhua Photo

In terms of promotion, many embassieshave strategies and have hired special people to implement them.

"Durianactivities" and "Thai food festival"are brands for the Thailand embassy in China. Every year, the Thai embassy will organize activities, invite influential online figures and interactwith them online. Thailand is one of the most attractive destinationsfor Chinesetourists in recent years. Interactions, including "online quarrels" among Sweden, Norwegianand Denmark embassies in Beijing, sometimes trigger a wave of media coverage. Nowadays, the Scandinavian countriesare emergingspots for Chinese travelers.

Beyond brand setting, home decorations could be a very attractive and unique edge.

Sushi, Mountain Fuji, kimonos and Japanese bullettrain Shinkansen make up the Japanese embassy's Weibo account homepage. Joint promotion activities on China-Japan exchangesare the main themes among the Japanese embassy, consularoffices, Japan's local tourism agencies, and influentialChinesetravel vloggers.

The Israeli embassy in China would be a good example for a case study.The Middle East is a complex region with many sensitive topics. In its strategy, specialists operate Weibo and WeChat account to attract its target audience, interact with followers, shapepublic opinion on Israeland exert Israelisoft power. Israeli public diplomacy has been carefulin handling sensitive issues and has set a good image among Chinesenetizens.

So far, its officialWeibo account has 2.09 million followers, just a little bit fewer than the U.S. embassy's 2.68 million followers and the Canadian embassy's 2.33 million followers. But the embassy's publicity campaignis pretty impressive.

With newly emerged content platforms like Jinri Toutiao, many embassies and foreign organizations in China are trying to adjust their publicity approaches. Similar trends are emerging in international communication, as Chinese diplomats want to talk more with the locals, and the locals are eager to learn more about China. Therefore, to meet the increasing demand for Chinese stories, more Chinese diplomats have joined social media, includingTwitter.

Today, social media is more influentialthan traditional media.As China becomesthe world's second-largest economy, no country can be excluded from hot topics related to China. Therefore, more Chinese voices on social media could provide more perspectives for people to have a better, more vivid, comprehensive and balanced view of China.

(CGTN)