Abstract

The introduction of “new” public diplomacy highly involves the realm of digital platforms and social networking. International or intergovernmental organizations such as the Association of Southeast Asian Nations (ASEAN) and the European Union (EU) recognize the importance of digital capital in generating internal and external support from foreign audiences. This study employed a descriptive qualitative approach of the secondary data from ASEAN and EU-related academic literature, Google Trends results, and social networking site (SNS) accounts on Facebook and Twitter from January to October 2022. Data from Facebook was manually coded in terms of the date, type, comments, shares, and reactions of the posts from the official accounts of the two IOs. Data for the Twitter account was imported and analyzed through NodeXLPro, a social media analysis software. Findings suggest major differences between the Asian and European organizations regarding messages, conversation, and engagement in the digital platforms. ASEAN primarily promotes its internal affairs, cultural identity, and non-traditional security issues, whereas the EU emphasizes international concerns like the Ukraine–Russia War, economic sanctions, and solidarity with Ukraine. ASEAN’s engagement is more inward, targeting regional audiences, while the EU’s digital diplomacy is more global and conversation-driven, leveraging real-time updates and crisis communication. Both organizations highlight their respective identities through digital platforms, but the EU appears more successful in fostering interaction and expanding its global reach.