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Digital Diplomacy: These Foreign Embassies Are Most (Un)Popular on Weibo

As social media has become an increasingly common tool for government public diplomacy purposes, a large number of foreign embassies in China have a presence on Sina Weibo to engage with local audiences. What’s on Weibo gives an overview of Weibo’s most (un)popular foreign embassies.

Manya Koetse

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As social media has become an increasingly common tool for government public diplomacy purposes, a large number of foreign embassies in China now has a presence on Sina Weibo to engage with local audiences. As Weibo diplomacy a.k.a. ‘Weiplomacy’ is becoming more important, What’s on Weibo gives an overview of Weibo’s most (un)popular foreign embassies.

Digital diplomacy is a hot topic. Embassies all over the world increasingly use social media as a low-cost and convenient tool to promote their countries, inform people about their latest activities and engage with their followers.

Many embassies can be found on Facebook, Twitter or Youtube, but also on China’s Sina Weibo or WeChat, changing the way foreign embassies engage with with local audiences in China.

E-Diplomacy: Up & Downsides

Foreign embassies on Weibo have recently been getting more scholarly attention. In “Social Media and E-Diplomacy: Scanning Embassies on Weibo” (2017), Ying Jiang writes that social media is an effective way for embassies to communicate to target groups, more so than conventional (offline) public diplomacy.

However, Jiang also points out that the presence of foreign embassies on Weibo has its downsides, as web users can vent their anger and post negative comments to embassy pages if they are against the policies of those countries.

This is especially apparent on embassy pages such as that of the Japanese embassy in China, where people often leave anti-Japanese comments and pictures related to the Sino-Japanese war.

Comments on the page of the Japanese embassy in China related to WWII.

Comments on the page of the Japanese embassy in China related to WWII.

But there are also countless negative comments on pages of other embassies. On the Weibo page of the German embassy in China, for example, Weibo users have posted many critiques on the country’s refugee policies after a post about new visa announcements. One netizen says: “If Germany doesn’t solve its refugee problem, the country has zero attractiveness anymore.”

On the USA embassy page, netizens leave comments such as: “The US truly is an evil country. You’re the world’s biggest terrorist organization.”

But visitors also often leave words of praise to embassy accounts. On the Danish embassy’s account, for example, some call Denmark “a magical place”, with the “land of fairytales” seemingly captivating the minds of many Chinese netizens.

When Thailand’s king passed away in October 2016, the Thai embassy page on Weibo was filled with condolences from Chinese expressing their grief and stressing the friendship between the Chinese and Thai.

Ying Jiang’s research calculated the number of reactions to every post on Weibo’s embassies with the most followers and found that even if an embassy had the most followers, it was not necessarily most influential based on their received comments and amount of post shares.

According to Ying Jiang’s data, which was collected in the first half of 2015, the Canadian embassy had the largest following on Sina Weibo, followed by the USA, Cuba, UK and South Korea, with the latter being most influential based on its interactions with its followers.

It seems that things have changed over the past two years, as the following list of foreign embassies collected and compiled by What’s on Weibo shows a different order of popularity.

Weibo’s Top 5 Embassies

Although the Canadian, Cuban, US and South Korean embassies are still popular in terms of followers on Weibo, the Brazilian, Japanese, and especially Israeli embassies now have the highest number of fans on Weibo.

The popularity of the Canadian embassy on Weibo can undoubtedly partly be attributed to the strong promotion of China-Canada friendship, the popularity of Canadian Prime Minister Justin Trudeau, and perhaps even the great popularity of the Canadian doctor Norman Bethune, who is honored in China for his role as a battleground surgeon during the Second Sino-Japanese War.

But most importantly, Canada’s success on Weibo is a result of its own endeavors on Chinese social media. In a DiploFoundation interview with Mark McDowell, Counsellor of the Canadian Embassy in Beijing, McDowell stresses the importance of the so-called ‘weiplomacy’ (微郊外 Weibo diplomacy) to the Canadian embassy, that has boosted its efforts in using social media as an efficient form of public diplomacy.

McDowell says the Canadian embassy in China posts about 20 to 30 Weibo messages per week, on topics varying from business news to visa issues, the ways Canada measures air pollution, or information about studying in Canada – all topics that interest their large group of followers on Weibo.*

But the current most popular embassy on Weibo is not Canada, nor Cuba or any of the biggest embassies mentioned in Ying Jiang’s 2015 research; it is the Embassy of Israel, that currently has over 1.9 million fans on its Weibo page, where it has posted a total of 3590 posts at the time of writing (in comparison: the Canadian embassy had posted 6979 posts at this time).

Top five according to What’s on Weibo, December 2016:

1. Israeli embassy (@以色列驻华使馆) – 1.913.384 followers
2. Canadian embassy (@加拿大大使馆官方微博)
– 1.131.700+ followers
3. US embassy (@美国驻华大使馆) – 1.035.300+ followers
4. Brazilian embassy (@巴西驻华大使馆) – 522.310+ followers
5. Japanese embassy (@日本国驻华大使馆) – 480.500+ followers

Why is Israel so popular on Weibo?

What makes the Embassy of Israel so popular on Weibo? Overall, Chinese netizens seem to have a positive attitude towards the country. It is, among others, shared memories of the history of WWII that have contributed to the present strong relations between China and Israel.

In 2015, the Consulate General of Israel in Shanghai published a video that featured hundreds of Israelis holding “Thank you” signs in Chinese as a sign of gratitude for Shanghai helping the Jews during WWII. It also included a message from Prime Minister Benjamin Netanyahu expressing thanks to the Chinese people.

Shimon Peres, former President of Israel.

Shimon Peres, former President of Israel.

In 2014, late Israeli president Shimon Peres became a trending topic on Weibo when he registered for an account and met with Chinese president Xi Jinping. The “handsome old president” was warmly welcomed by Weibo users. One netizen said: “Israel really has been very good to China. During World War II, China took in a lot of Jewish refugees helping them avoid the disaster of war, and now this ethnicity truly knows how to be thankful. This is the kind of country that China should foster good relations with, and whether it be Israel or Pakistan, these are the true brothers of China. Anyway, this president is truly so adorable, and I just love adorable uncles [older men]” (China Smack 2014).

In 2014, the Australian reported that Israeli president Shimon Peres was one of the few Western leaders maintaining a social media presence in China, and that he had over 450,000 followers. When Peres passed away in September 2016, many web users visited the Israeli embassy account to share their condolences, praising the former president as a friend of China.

Web users lighting digital candles for Peres and posting their condoleances on the Israeli Embassy Weibo site.

Web users lighting digital candles for Peres and posting their condoleances on the Israeli Embassy Weibo site.

According to Robert Lakin (@LakinTLV), founder of Analytika Research, Israel’s popularity on Weibo is a case of cause and effect.

“The Israel Foreign Ministry has really stepped up its game on social media,” Lakin tells What’s on Weibo: “The Israel Defense Force’s has also boosted its use of social media. As the country puts out more buzz-worthy content, the effect is a jump in social followers. This includes lots of peripheral, one-off activity, too.” Lakin also mentions the influence of the Times of Israel‘s Chinese language website, which might have contributed to the Israeli success on Weibo.

What About the ‘Unpopular’ Foreign Embassies?

With countries such as Israel and Canada having a relatively positive image among Chinese people – which also reflects in their popularity on social media – does this mean that the lowest-ranking foreign embassies on Weibo also are of those nations that have a less positive reputation in China?

Not necessarily so. According to What’s on Weibo, the embassies of Estonia, Monaco and Indonesia have the lowest number of followers on Weibo, but this also has to do with the low activity on the concerning accounts; Estonia last posted in 2012, Indonesia in 2014, whereas Monaco has just posted its 75 first posts on the social media platform.

List of Foreign Embassies on Weibo

This is the list of foreign embassies currently present on Sina Weibo, from most popular to less popular in terms of followers. The great majority of these accounts have all been verified by Sina Weibo as the official embassy of their country (‘V’ status); if not, it has been noted.

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1. Israeli embassy (@以色列驻华使馆) 1.913.384 followers

2. Canadian embassy (@加拿大大使馆官方微博) 1.131.700+ followers

3. US embassy (@美国驻华大使馆) 1.035.300+ followers

4. Brazilian embassy (@巴西驻华大使馆) 522.310+ followers

5. Japanese embassy (@日本国驻华大使馆) 480.500+ followers

6. South-Korean embassy (@韩国驻华大使馆) 396.960+ followers

7. Cuban embassy (@古巴驻华大使馆) 358.950+ followers

8. British embassy (@英国大使馆文化教育处) 289.280+ followers

9. French embassy (@法国驻华使馆) 255.240+ followers

10. Russian embassy (@俄罗斯驻华大使馆) 167.539+ followers

11. Australian embassy (@澳大利亚驻华使领馆) 165.240+ followers

12. German embassy (@德国驻华大使馆) 147.230+ followers

13. Embassy of Myanmar (@中缅胞波兄弟情) 146.000 followers

14. Danish embassy (@中缅胞波兄弟情) 丹麦驻华大使馆) 139.760+ followers

15. Thai embassy (@泰国驻华大使馆) 104.570+ followers

16. Swiss embassy (@瑞士驻华大使馆) 99.190+ followers

17. Swedish embassy (@瑞典驻华大使馆微博) 68.310+ followers

18. Dutch embassy (@荷兰驻华大使馆) 68.070+ followers

19. Mexican embassy (@墨西哥驻华大使馆) 50.160+ followers

20. Belgian embassy (@比利时驻华使馆) 49585+ followers

21. Italian embassy (@意大利驻华使馆) 46.330+ followers

22. Polish embassy (@波兰使馆文化处) 39185+ followers

23. Nepal embassy (@尼泊尔大使馆官方微博) 37.177+ followers

24. New Zealand embassy (@新西兰驻华大使馆) 37.140+ followers

25. Mauritanian embassy (@毛里塔尼亚驻华大使馆) 36.545+ followers

26. Zimbabwean embassy (@中国驻津巴布韦大使馆) 35.450+ followers

27. Costa Rican embassy (@哥斯达黎加驻华大使馆) 34.930+ followers

28. Peruvian Embassy (@秘鲁驻华使馆) 33.507 followers

29. Portugese embassy (@葡萄牙驻华大使馆) 28.380+ followers

30. Maldives embassy (@马尔代夫驻华大使馆) 22.460+ followers

31. Indian embassy (@印度使馆文化处) 22.225+ followers

32. Irish embassy (@爱尔兰驻华大使馆) 20.191+ followers

33. Spanish embassy (@西班牙驻华大使馆官方微博) 16.030+ followers

34. Austrian embassy (@奥地利驻华使馆) 15.960+ followers

35. Norwegian embassy (@挪威驻华大使馆) 11.800+ followers

36. Turkish embassy / official tourism board (@土耳其旅游局) 67.430+ followers

37. Kazakhstan embassy (@哈萨克斯坦驻华大使馆) 12.670+ followers

38. Ukranian embassy (@乌克兰信使) 9960+ followers

39. Iranian Embassy (@伊朗驻华大使馆) 6166 followers [not verified]

40. Rwandan embassy (@卢旺达驻华大使馆) 5480+ followers

41. Lithuanian embassy (@立陶宛驻华大使馆商务处) 3170+ followers

42. Chilean embassy (@智利驻中国大使馆) 2540+ followers

43. Sri Lankan embassy (@中国驻斯里兰卡大使馆) 2109 followers

44. Egyptian embassy (@埃及驻华大使馆) [account not verified] 910+ followers (Note: the account of the official Egypt tourism board on Weibo has 28392 followers).

45. Estonian Embassy (@爱沙尼亚驻华大使馆) [account not verified] 540+ followers

46. Embassy of Monaco (@摩纳哥公国大使馆) 450+ followers

47. Indonesian Embassy (@印度尼西亚驻华大使馆) [account not verified] 350+ followers

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With Sina Weibo currently seeing a revival and WeChat being China’s number one app, the use of these social media platforms in digital diplomacy is essential for foreign embassies wanting to engage with millions of Chinese – not just for the sake of providing information about traveling, arranging visas, or studying abroad, but also for the mere purpose of boosting their nation’s image in China.

With China’s online population growing as we write, and its social media features getting more versatile by the day, this might just be the beginning of China’s digital platforms being used as a diplomatic tool for foreign embassies.

Please follow us to stay up-to-date on more articles on this topic in the near future.

– By Manya Koetse
Follow on Twitter or Like on Facebook

*According to Globe and Mail, not all of the Canadian embassy’s followers are actually ‘real’; in a 2014 article, the website alleged that nearly 87% of the Canadian embassy account fans are ‘zombies’; fake accounts that do not represent actual persons. The Canadian government, however, stated it had never paid for the alleged fake followers and that it does not know where they come from. Note that for this article, we have not done any research into ‘fake followers’ and do not know if the top-ranking embassies have fake followers, and if so, how many there would be.

References

Bjola, Corneliu and Marcus Holmes (ed). 2015. Digital Diplomacy: Theory and Practice. Routledge: London and New York.

Cai, Peter. 2014. “How Israel is winning the social media war in China.” The Australian, September 2 http://www.theaustralian.com.au/business/business-spectator/how-israel-is-winning-the-social-media-war-in-china/news-story/08fb25d94b34b3036616c0334531ddc6 [20.12.16].

Jiang, Ying. 2017. “Social Media and E-Diplomacy: Scanning Embassies on Weibo.” In: Naren Chitty, Li Ji, Gary D. Rawnsley, Craig Hayden (ed), The Routledge Handbook of Soft Power. New york: Routledge: New York.

Rugh, William A. 2014. Front Line Public Diplomacy: How US Embassies Communicate with Foreign Publics. New York: Palgrave Macmillan.

What’s on Weibo is an independently run news blog. We accept donations to help us keep the site going. Donating is possible via www.paypal.me/whatsonweibo.

©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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5 Comments

5 Comments

  1. Avatar

    Bjorn

    December 21, 2016 at 1:32 pm

    You forgot to add the EU Delegation to China to the list: 150 000+ followers 😀

  2. Avatar

    James

    December 24, 2016 at 3:40 pm

    Is the Chinese 微郊外 correct? Should be 微外交 no?

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China Digital

TikTok’s In-Video Search Function (And How to Activate It)

TikTok shows a glimpse of what in-video search is going to look like in the future.

Manya Koetse

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What is TikTok’s new in-video search function and how to activate it?

Twitter’s most awesome WeChat guru Matthew Brennan recently posted about an “in-video search function” launched in the Chinese social video app TikTok (抖音). (Click here to read about the difference between the Chinese and overseas version of TikTok).

As shown in a video posted by Brennan, the function allows TikTok users to select the face or clothes of a person appearing in a short video to search for other videos or images containing the same person or clothes.

The ‘vision search’ is a powerful new function within the super popular app.

The idea is that it becomes easier than ever for Tiktok users to find (and buy!) a piece of clothing, that perfect handbag, or even a snack featured in a video.

It also helps users to quickly find other videos in which an online celebrity appears. The function ultimately is an additional feature that keeps users scrolling and shopping within the app – increasing app traffic – as long as possible.

On September 16, Chinese media reported about the function as a “powerful” new tool that greatly strengthens the functionality of the popular short video app.

The function might not immediately seem completely new to Chinese app users; like Google Image Search, Baidu and Taobao also have similar functions (百度识图, 淘宝识图).

On e-commerce platform Taobao, for example, you can take a photo of an item you want (e.g. a certain snack as in example below) and Taobao will try to find the exact same product and list the online stores where you can buy it.

But TikTok’s in-video search function is on a whole new level; it does not require users to scan or upload a photo at all. It gives an indication of what visual search will be like in the future.

Whatever video comes by in your TikTok stream, you only need to click the “search” function (识图), select the part of the video you want to search for (you can drag the square from area to area), and TikTok will find the product or face you’re looking for – as long as there are comparable products/faces (it does so very fast).

Very much like Taobao, TikTok will recommend various (in-app) online stores where the product can be purchased.

Want to try out the function? For now, it only works in the Chinese version of the app and is still in the ‘testing phase’ and does not work with all videos.

Make sure you have an updated version of TikTok.

1. Go to “me” (我) page within TikTok
2. Tick the three lines in the top right corner
3. Go to the last option in the sidebar menu titled “lab” (实验室)
4. Activate the function (image below).

So now if you spot a dress you like and would like to buy, press the ‘search’ button on the right of a video, select the dress, and TikTok becomes like your personal shopping assistant looking for similar dresses for you.

Tiktok makes shopping supereasy.

This really makes online shopping more addictive than ever, and also makes it more difficult for people in online videos to hide where they bought their clothing, or what other videos they are in.

Read more about Tiktok here.
Read more about Chinese apps here.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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China Digital

Didi Riders Can Now Have “Verified Party Members” Drive Them Around

Party-building 3.0? Didi has got it covered.

Manya Koetse

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First published

This is Party-building in the new era: Didi now allows users of its Premier Car Service to let a verified Party member drive them to their destination.

On September 20, as the People’s Republic of China is nearing its 70th-anniversary celebrations, the country’s most popular taxi-hailing app Didi published an article on Weibo and WeChat explaining its verified Party Member Driver Program.

Recently, riders in Beijing may have noticed something different at Didi’s Premier Car service, which is called “Licheng” 礼橙专车 since June of last year.

Some of Licheng’s drivers now have a red background to their profile photos accompanied by a Communist Party emblem. Upon clicking the profile of these drivers, customers will see that this driver is a Party Member Driver (“党员司机”) – meaning that the Didi driver’s status as a Party member has been verified through Didi’s “Red Flag Steering Wheel” program (红旗方向盘项目) that was set up in November 2018.

Didi’s “Red Flag Steering Wheel” program (红旗方向盘项目) that was set up in November 2018. Image via Guancha.

Didi writes that these drivers can also be identified as Party members through the red sticker on the dashboard at the passenger side, which literally says “Party member driver.”

The article explains that the recent project is an effort to contribute to China’s Party-building in the digital era, and that Didi aims to establish a Party member community within its company.

This car is driven by a Party member (image via Didi/Weibo).

The company is apparently planning to make this community a lively one, as it promises to provide online and offline activities that will help these drivers stay up to date with the latest developments within the Party, and that will increase their “Party awareness.”

Starting this month, Didi will reportedly also offer “patriotic classes” to all of its drivers via its online classroom program.

China has more than 88 million Party members. Party membership does not come overnight; those who want to become a Communist Party member need to attend Party courses, pass written tests, be recommended by other members, and pass a screening (read more here).

As for now, riders cannot manually pick to have a Party member as their driver; a nearby driver will be automatically selected when they order a car – if it is a Party member, they will know straight away from the driver’s profile.

For now, Didi has set up “mobile Party branches” in Beijing, Shanghai, Shenzhen, and a number of other cities.

On Weibo, some see the initiative as a marketing move from Didi’s side. “If you hear the driver is a Party member, you know it’s reliable. It’s a good thing.”

The past year was a tough year for Didi, after the murders of two young women by their Didi driver made national headlines, causing outrage and concerns about customer’s safety when hailing a car through the Didi company.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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