The potential of digital diplomacy

This bachelor thesis explores the practice of digital diplomacy and seeks to understand its potential on social media platforms. Included in the thesis is a definition of the concept of digital diplomacy, its advantages and disadvantages, and the tools used in this practice. An important part of the thesis is a detailed analysis of Twitter and the Digital Diplomacy Index, which assesses the practice of digital diplomacy specifically using the online platform Twitter. The practical part uses the example of South Korea to present a specific less successful digital diplomacy practice and further compares it with the top three most successful countries according to the Digital Diplomacy Index ranking. It concludes with opportunities for improvement that could serve as inspiration for South Korea. The main contribution of this thesis is the aforementioned improvement opportunities that can be applied in improving the practice of digital diplomacy. Even though the thesis primarily targets South Korea, its output can be used by other countries that wish to increase their online presence and improve their digital practice on social media.