Social Media, Public Diplomacy, and the Shaping of International Perceptions of Southeastern Nigeria: A Case of Enugu State

The rise of digital communication technologies has fundamentally transformed the practice of public diplomacy, enabling non-state actors, subnational governments, and diaspora communities to participate actively in shaping international narratives about their homelands. Enugu State, as the administrative capital of Nigeria's southeastern geopolitical zone, presents a compelling case for examining how social media platforms are used to contest, reinforce, or reframe international perceptions of the region amid recurring security challenges and secessionist discourse. This study investigates the role of social media in the public diplomacy of Enugu State between 2021 and 2024, with a focus on how state government accounts, diaspora influencers, and civil society organizations employ digital tools to engage international audiences. A content analysis of curated social media posts from Twitter, Facebook, and YouTube is combined with interviews of communication officials within the Enugu State Government House and media practitioners. Soft power theory and digital diplomacy literature provide the analytical lens. The study finds that while Enugu State's online public diplomacy efforts succeed in highlighting tourism, investment opportunities, and cultural heritage, they remain poorly coordinated and insufficiently resourced to counter negative international narratives effectively. The diaspora, however, demonstrates a more agile and emotionally resonant social media presence that consistently attracts wider international engagement. Recommendations include a formal digital diplomacy strategy for the Enugu State government that integrates diaspora networks as strategic communication partners. Keywords: social media, public diplomacy, Enugu State, digital diplomacy, international perception