Abstract: The main goals of official diplomacy today are to build diplomatic relations between states and maintain them. The conceptual assessment of public diplomacy would not be complete without reference to soft power or, at least, in a special way of exerting influence. The fundamental debate follows the notion of public opinion since its inception, ie the question of whether and to what extent the mass public should play a role in government affairs, where social media provides users with a comprehensive and rich experience for participation, interaction and cooperation.