Community Connection through Social Media at the Consulate-General of Japan
The Consulate-General of Japan in Nashville serves the Japanese community across a five-state region in the Southeastern United States. It offers a variety of cultural and diplomatic services, including support for Japanese nationals, promotion of cultural exchange, and the fostering of strong bilateral relationships between Japan and the U.S.
Key issues included:
No Instagram presence, with social media limited to Facebook and minimal engagement.
Lack of a clear strategy for engaging with the local community across the five-state region.
Formal, one-way communication that didn’t resonate with the audience, leading to low engagement.
The Nashville consulate had little visibility or recognition compared to other larger U.S. consulates.
Problem 😵💫
When I began working with the Consulate-General of Japan in Nashville in January 2020, their digital presence was limited, primarily consisting of a formal, low-engagement Facebook account. They lacked a strong social media strategy and had no Instagram presence at all. The consulate wanted to connect with their local community across a five-state region but didn't know how to effectively do so. By March 2020, the global pandemic shifted priorities, and in-person events, which had been key to their engagement strategy, were no longer possible. Social media became the primary tool for connection, but it wasn’t being utilized to its full potential.
Approach 💡
I recognized that the consulate needed a shift from a formal, one-way communication style to a community-forward, engaging approach. The strategy focused on:
Launching Instagram
I created the consulate’s first Instagram account, establishing a presence on a platform where the local community and younger audiences could engage.
Content Creation & Series Development
I developed educational, fun, and engaging content that appealed to the local community. This included a mix of cultural stories, food-related posts, virtual events, and human interest pieces. I also created repeatable content series, such as cooking tutorials, Japanese sports demos, and “Japan in the South” collaborations.
Cross-Department Collaboration
I connected the Culture Section with the Economics Section by creating content that aligned with their objectives—promoting Japanese businesses and products in the area, through collaborative video content.
Branding and Mascot Creation
I designed the consulate’s first logo and worked with an illustrator to create a mascot—“Nash-chan,” a Nashville hot chicken in a kimono. This mascot added a fun, recognizable face to the consulate’s branding and highlighted the unique blend of Japanese culture with Nashville’s southern vibe.
Community Partnerships
I partnered with organizations like the US Jet Alumni Association to create a collaborative content series, “Japan in the South,” which featured alumni from the JET Program sharing videos of Japanese-related spots across the southern U.S. Partnerships like this one expanded the consulate's reach and amplified content.
Tye Ebel, JET Program & MEXT Scholarship Coordinator, Consulate-General of Japan in Nashville
“Emmalee brought a fresh, innovative approach to the Culture Section that truly transformed the Nashville consulate’s social media presence. She didn’t just create content—she made it personal and engaging, establishing our consulate in a way that hadn’t been done before. At a time when our traditional recruiting methods were hampered by the global pandemic, Emmalee did an excellent job of helping us maintain our strong application numbers by keeping the JET Program front of mind via our social media platforms.”
