We tried that before, it didn't work. It isn't about stupidity, it's about messaging and people don't listen when there is too much jargon or the message is too long.

You may like debating, you may like engaging and informative conversations, but most people do not.

We actually did reach a lot of people who knew very little about the conflict and who have never thought much about Israel to begin with. People who aren't Jewish and have never cared about Israel were messaging me talking about how bad Hamas is because of the outreach of the IDF Spokesperson and other pro-Israel pages. That is impressive.

You can't talk about a "weak" social media war when there's never been a social media war that has been tied to an actual war in the same fashion.

Also, we can't turn into these blood whores – Hamas uses recycled pics of dead babies to get sympathy. We can't just stoop to their level and expect people to support us over them, or sympathize as much for us as they do for them. The crying game isn't going to help us and our smart weapons against the small, isolated rocket people.

Stick to the points that matter. Hamas indisputably committed war crimes for targeting civilians – use social media to emphasize this point and insinuate the need for international indictments.

Hamas has launched operations in order to accommodate Iranian interests or even their own. The same goes for Hezbollah (they started the 2006 war to renew its Lebanese public support while it was under heavy pressure to disarm).

Israel's PR machine is clunky and crappy. There are perfectly indisputable talking points that are deemed too complicated or smart for common people to understand. So Israeli PR gets stupider. The country gets stupider. Israel supporters get stupider.

This is an indicator of how insular the 'PR' was online. The social media effort had much more to do with rallying the base than it did doing outreach. This was a very weak social media war.