In an unprecedented move, the Israeli Defence Force (IDF) has unleashed a large-scale social media campaign, providing live coverage of its military operations against Hamas.
The IDF yesterday launched operation "Pillar of Defence", a military campaign targeting Hamas rocket sites in the Gaza Strip. The IDF says the operation is in response to the more than 700 rocket attacks attributed to Hamas this year. It is the biggest assault the IDF has launched on Gaza in more than three years.
The wide-reaching social media campaign accompanying the operation includes live-tweets via the IDF verified Twitter account, updates to its Facebook page, a live-blog, a Flickr account and YouTube videos.
The social media campaign began with a tweet stating: "The IDF has begun a widespread campaign on terror sites & operatives in the #Gaza Strip, chief among them #Hamas & Islamic Jihad targets." This was followed by dozens of tweets, using the hashtag #PillarofDefense and quoting facts about rocket attacks (even an infographic in one instance) interspersed with live updates of the operation.
One of the more disturbing tweets announced the assassination of Ahmed Jabari, the head of Hamas' military wing. The tweet included an image of Jabari with the word "Eliminated" superimposed across it. Prior to this tweet, the IDF also posted a YouTube video of its pinpoint strike on the vehicle Jabari was travelling in.
Social warfare
While social media has increasingly been playing a crucial role in politics, the use of these platforms for a PR campaign around warfare is something that has not been seen at this scale before.
Wired quotes Gabriella Blum, professor of international law and international conflict management at Harvard Law School: "I believe the video [of Jabari's assassination] is aimed to deliver three different messages to three different audiences: A warning to militants in Gaza (we can get you anywhere, anytime); an appeasing message to the Israeli public (we will not remain helpless in the face of repeated rocket attacks); and a reassuring message to those concerned about the use of targeted killings, especially for its potential collateral damage (we can do this with utmost precision)."
This morning, the IDF tweeted: "Since the start of the operation yesterday, IDF forces have struck 105 terror targets in the #Gaza Strip. #Hamas"
"132 rockets were fired from #Gaza at Israeli civilians during the last 24 hours. #PillarOfDefense"
Questions have been raised as to whether the IDF's use of the platforms for its campaign around the Pillar of Defence operation is in line with the terms of service of the social networks. Twitter's terms of use, for example, state that users are not allowed to "post direct, specific threats of violence against others". Facebook stated it "will not be taking action on the current content posted", while Twitter is yet to weigh-in on the issue.
Hamas' military wing, known as the Al Qassam Brigades, has also weighed in on events via its own Twitter account. After the IDF tweeted: "We recommend that no Hamas operatives, whether low level or senior leaders, show their faces above ground in the days ahead," Al Qassam Brigades responded saying: "Our blessed hands will reach your leaders and soldiers wherever they are (You Opened Hell Gates on Yourselves)."
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