“…While several studies have considered American efforts to engage publics in the online environment (Hayden, 2012(Hayden, , 2013Khatib et al, 2012;Metzgar, 2012;Newsom and Lengel, 2012;Vanc, 2012;Cull, 2013), with some studies focused specifically on countries in Northeast Asia (Seo, 2009;Lu, 2011, 2013;Lee and Jun, 2013;Seo and Kinsey, 2013), such work has considered only the intent of outreach efforts. No study known to us has systemically analyzed the actual content produced by a US embassy, evaluating it for evidence of characteristics understood to be representative of effective relationship management techniques.…”