THE USE OF SOCIAL MEDIA IN PUBLIC DIPLOMACY: A CASE STUDY OF THE ETHIOPIAN DIPLOMATIC MISSION'S FACEBOOK USE

The general objective of this study is to investigate the use of social media tools in Ethiopia’s public diplomacy. The study investigated what communication strategy is primarily used by Ethiopian missions, the roles of social media presence of the missions play in the public diplomacy efforts of the Ministry of Foreign Affair, and what opportunities and challenges the missions face by using social media in public diplomacy. This study was comprehended and analyzed using public diplomacy, social media, and conversation theory. At both the data collection and analysis stages of the study, qualitative methodologies were used. The findings of this study imply that the dialogic communication method used by the missions on social media may be improved. A case study of social media's use in public diplomacy currently, it appears that Ethiopian missions’ prefer to use social media instead of traditional media to create dialogue. As a result, the Communication Grid's tactics were useful, but not fully utilized, in the missions' social media communication. The missions mostly use social media to spread information and persuade people. The missions gain the ability to broad cast and gather information, as well as the ability to reach a variety of target audiences, the cost and time effectiveness of social media, and the ability to being two-way communications with followers, promote their country, and attract youth who are active users of social media. In addition, the study emphasizes the challenges that missions face, including abusive remarks and messages from some immoral audiences, a lack of sufficient time and resources, a legal climate that is unfriendly to missions, and a lack of social support.