Digital public diplomacy or digital diplomacy can be viewed as an Internet-based amplification of public diplomacy activities or as a novel set of practices enabled by participatory communication technologies. This tension is addressed through thematic content analysis of the Facebook posts and tweets of six actors. Results indicate that although the vast majority of the digital diplomacy could be classified according to Cull’s taxonomy of public diplomacy activities (The ANNALS of the American Academy of Political and Social Science 616: 31–54, 2008), several posts and tweets could not be well placed into the taxonomy. An exploratory technological affordances approach locates four novel activities: engagement–promotion, routine lifestyle diplomacy, personal reaction/reflection diplomacy and Internet meme diplomacy. These are proposed as a standalone public diplomacy activity classification, social digital media diplomacy. The study also supplies evidence for differentiating digital diplomacy actors prior to analysis of activities: two US, two Swedish and two Indian actors are distinguished according to perceived stance toward participatory digital culture and ostensible emphases placed on cultural diplomacy and establishing conversation with publics. Implications from the perspectives of communication and international relations are discussed.

数字公共外交或数字外交可以看作是基于Internet的公共外交活动的扩展，也可以看作是参与式通信技术带来的一系列新颖的实践。通过对六个演员的Facebook帖子和推文进行主题内容分析，可以解决这种紧张关系。结果表明，尽管可以根据库尔的公共外交活动分类法对绝大多数数字外交进行分类（美国政治和社会科学研究院的ANNALS，616：31-54，2008年），放在分类法中。探索性的技术支持方法确定了四个新颖的​​活动：参与-晋升，日常生活方式外交，个人反应/反思外交和网络模因外交。这些被提议作为独立的公共外交活动分类，社交数字媒体外交。该研究还为在分析活动之前区分数字外交参与者提供了证据：根据对参与性数字文化的明显立场以及对文化外交和与公众建立对话的明显重视，区分了两个美国，两个瑞典和两个印度参与者。从交流和国际关系的角度讨论了含义。