Losing The Twitter War

Nov 16 2012 @ 3:37pm

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Michael Koplow criticizes Israel's aggressive social media campaign:

The IDF in this case is trumpeting the killing of an unapologetic terrorist leader, and nobody should shed a tear for Jabari for even a moment, but the fact remains that many people, particularly among the crowd that Israel needs to be courting, are deeply skeptical of Israeli intentions generally and tend not to give Israel the benefit of the doubt. They cast a wary eye on Israeli militarism and martial behavior, and crowing about killing anyone or glorifying Israeli operations in Gaza is a bad public relations strategy insofar as it feeds directly into the fear of Israel run amok with no regard for the collateral damage being caused. Rather than convey a sense that Israel is doing a job that it did not want to have to do as quickly and efficiently as possible, the IDF's Twitter outreach conveys a sense of braggadocio that is going to lead to a host of problems afterward.