Objectives: This study analyzes the content uploaded on social media by overseas diplomatic missions over the past year. By extracting data on the average content engagement per topic, content distribution ratios, and the posts with the highest and lowest engagement, the study aims to identify which types of content generated the most engagement and to provide guidance for future social media management.
Methods: Data were collected on the number of followers across all social media accounts of 171 diplomatic missions under the Ministry of Foreign Affairs. Content from the accounts with the highest number of subscribers on each platform was selected for analysis, which was then categorized according to the goals and key tasks outlined in the Ministry’s 2nd Basic Plan for Public Diplomacy.
Results: The content category that garnered the highest average engagement was "Building a Digital and Innovative Public Diplomacy Ecosystem." However, it did not align with the category most frequently posted on platforms such as Facebook, X (formerly Twitter), Weibo, and VKontakte. Over 70% of the analyzed content, excluding Weibo and Kakao Plus, was classified under the category of "Enhancing the Status of Korea as a Leader in Science, Technology, and Culture". Among them, korean culture-related content was particularly prominent.
Conclusions: The discrepancy between the most frequently posted category and the category with the highest engagement suggests that follower engagement may not have been adequately considered in the content creation process. Furthermore, the overwhelming focus on Korean cultural themes, despite the value-driven goals of the 2nd Basic Plan for Public Diplomacy, indicates that current digital public diplomacy practices are primarily one-directional. The study highlights the need to develop content strategies centered on audience engagement and suggests a shift towards more advocative forms of digital public diplomacy.
Key words: Digital Public Diplomacy, Overseas Diplomatic Missions, Social Media, Engagement