Challenges of Country Branding in Social Media

In today’s world country brand has become a key instrument for governments. Country brand demonstrates the correlation between geographical location, history, culture, and government. Countries utilize country brands to advance their local brands, increase FDIs, and boost the travel industry. To understand how well the country brand is, we need to understand how the public interest in the transmitted message, conceive the data, find out the matter of it, and allocate it to second-users. Social media has changed the location where the information is received. Now, these processes happen in the social media context, and the phenomena became a leading factor for country branding activities. Therefore, governments are creating new strategies to deal with social media, which needs to be differentiated from the traditional one. Social media is very popular and efficient, on the one hand it is an incredible platform for governments to promote their country brands, on the other hand, and the users can get deceit statements very quickly and easily. This condition makes it increasingly hard to deal with queries related to a country brand, provokes nations to share the best values of theirs, and enables people, in general, to make their own, conceivably contending, ideas about a nation. The idea of this paper is to analyse the challenges of social media on country branding and how governments use social media to build their international image.