Entering the realm of foreign policy, the social media have created dramatic changes in the meaning, sphere, function and face of diplomacy. This has resulted in major shifts in the process of policy making, management and implementation of foreign policy. With emergence of the social media, the 'vertical relations' in formal diplomacy has evolved and developed to 'horizontal relations'. Today, persuasion of public opinion as well as connection with elites and non-governmental actors are perceived as an inevitable necessity. The social media now is regarded a key instrument for promotion of thoughts, cultural norms and values, policies and discourse-i.e. the 'soft power'.
The present article illustrates that nowadays without appropriate use of the social media; diplomats could not successfully fulfill their role and function. The global power of States is subject to the capacity and skills of employing and utilizing the social media and 'media diplomacy' to define and reinforce their respective 'national identity' and promote their 'international image'.