| Summary: | This study discusses several issues that museums face when utilizing social media in their international communication. This discussion is framed within the discourse of the new cultural diplomacy and this paper proposes a specific role for museums in cross-cultural diplomatic relations. This new model for contemporary museums as vehicles for a ‘trans-cultural encounter’, or a ‘forum’ is based on the shift within museum institutional structures across communication, educational and political dimensions. Drawing on empirical materials, this study identifies three specific ways in which museums can use social media in their international diplomatic endeavours. The first section discusses how social technology can aid museums in responding to issues and concerns originating from foreign communities. This is followed by a discussion of how social media can connect foreign audiences to the cultural content of museums through direct participation activities. Finally, social media can enhance cultural exchange among people from different cultural communities by bringing them together online for collaborative activities.
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