Social Media

Virtual media used primarily as a means of social interaction. Social media is driven by the creation and sharing of user- generated content, and has in recent years become an integral aspect of marketing strategy. There are several different kinds of social media sites: social news sites allow interaction through commenting and voting on articles; social networking sites are primarily driven through friend-to-friend interaction and discussion; photo and video sharing sites are also examples of social media, allowing users to upload, share and comment on user- generated photos and videos; finally, wikis are sites which allow users to create, edit and delete content. Social media is a useful tool in the field of Cultural Diplomacy due to the ease with which individuals can contact and interact with people from other countries and cultures, permitting cultural and social exchange and facilitating greater mutual understanding.