This chapter looks at three aspects of China's online public diplomacy towards Africa. First, it offers a description of its structure and a discussion on how the four major actors involved (State agencies, diplomatic missions, State-owned media and other media) interact and operate online. Second, by combining social media analytics and data from in-depth interviews, it provides insights into the target audience of China's online public diplomacy. Third, it includes a quantitative description of Twitter and YouTube content that helps understand what messages are being conveyed online. The chapter argues that online and offline, Chinese public diplomacy fails in at least six dimensions: overall strategy, cohesive narrative, real dialogue, control and supervision, capacity and resources, and depth. It shows the several actors, loosely coordinated, are involved in the implementation of public diplomacy goals across Africa. The chapter employs a mix of qualitative and quantitative data.