Iran wins the Twitter smackdown
Last week, as Prime Minister Netanyahu surveyed the weapons found on board the Klos C vessel, Israel’s social media campaign against Iran reached its high point. In addition to Netanyahu’s own tweets regarding the seized weapons, the IDF spokesperson’s twitter channel was also filled with allegations against Iran.
The ship was organized by Iran, dispatched by Iran, financed by Iran. The missiles were loaded by Iran, in Iran. pic.twitter.com/VHK8pmpPPo
— PM of Israel (@IsraeliPM) March 10, 2014
#Iran‘s intercepted weapons shipment & the bags of cement used to hide it on the Klos-C. More photos to come shortly pic.twitter.com/cW6WKk2u9g — IDF (@IDFSpokesperson) March 10, 2014
While the social media campaign received little attention from other countries, Iran decided to rebuke the allegations made against it via its digital channels. But instead of a formal denial or hollow threats, Iran decided to recruit humor and banter. The @MeetIran twitter channel soon wondered how far one man will go to get his hands on Iranian cement. In Benjamin Netanyahu’s case, very far indeed.
How far would you go to get your hands on (first-class) Iranian cement? Bibi @netanyahu went 8,000 km. #CementAway pic.twitter.com/BAj1duZ9Cv
— Meet Iran (@MeetIran) March 11, 2014
This was followed by another tweet in which the Iranian foreign minister almost thanked Netanyahu for promoting an Iranian brand referencing the famous American campaign “Got Milk?”
Got cement? Iranian campaign to boost one of its main exports. #CementAway pic.twitter.com/qj8adPPTvc
— Meet Iran (@MeetIran) March 11, 2014
Interestingly, theses tweets were not only in response to Netanyahu but were also tweeted at the Israeli Prime Minister. The result was a direct virtual dialogue between the Israeli and Iranian government. A dialogue that went even further when Netanyahu responded to the Iranian tweets by asking who the liar is- Israel or Iran?
RETWEET THIS and show the world that the foreign minister of Iran is the real liar here! pic.twitter.com/pTThY13Hpd
— PM of Israel (@IsraeliPM) March 6, 2014
Benjamin Netanyahu is considered by most Israelis to be a gifted spokesperson and media expert. Yet when it comes to social media, he has much more to learn for the online buzz following Iran’s rebuke was greater than that created by Israel’s pictures, Infographic and videos of the weapons found on board the Klos C.
When analyzing why the Israeli social media campaign failed some blamed bad timing. Iran reminded us that sometimes diplomacy is all about a different kind of timing, comedic timing
