Social Media Presence of Foreign Embassies in Japan

Comparative Analysis of Digital Diplomacy focusing on the Operation of Twitter and Facebook Accounts by 156 countries

Abstract

This paper investigates the social media presence of 156 foreign embassies located in Japan. It identifies 89 Twitter and 99 Facebook accounts by 110 embassies and then reviews the annual trends in opening accounts. It also compares the Twitter accounts by correlation between average follower growth and average number of tweets per operation month. It points out the correlation can be classified using 4 indicators: “productive”, “unproductive”, “efficient” and “inefficient”.