There is no chance for Israel’s brand in social media to make a mistake

The social media brought by the digital age now plays an unprecedented role in influencing public opinion during conflict. While platforms like Twitter and Facebook cater to broad audiences, more private yet rapidly interactive networks like Telegram are also emerging. In particular, Telegram has become a preferred choice for groups seeking to disseminate information during conflicts due to the privacy and security it offers users. Telegram founder, Pavel Durov even stated the conflict was beneficial to him. However, the situation can become complex here; Telegram also provides fertile ground for the rapid spread of misinformation. The difficulty in controlling this flow of information can blur the facts during conflicts, leading to chaos within society.

Hamas terrorists and their supporters fully exploit Telegram’s privacy features, using the platform as a powerful propaganda tool. They highlight their narratives on Telegram channels, creating stories to cast conflicts in their favor. Often, they attempt to influence the public with fake images, distorted videos, and manipulative messages, further clouding the truth. This obstructs an accurate understanding of events and shapes the international community’s perspective on the conflict, deepening misinformation. 

Frequently, these groups operate under a “Trojan horse” strategy by creating accounts that appear related to Israel and spreading misinformation from there. In this way, Telegram becomes a medium where propaganda and misinformation replace truth. The most egregious of these examples was a channel on Telegram with the username @Israel (the name of our nation, people, and representation) that a Hamas propagandist controlled. Who put an end to this? It was neither the Ministry of Foreign Affairs nor myself. Ken Nohara, the CTO of LexCura, was the first to mention it. After a few months, he was able to reclaim the @Israel username. The price was $30,000.

However, the page still hasn’t achieved the intended impact. Telegram has over one billion active users, and all who searched “Israel” in the first few months were shown Iranian propaganda. Therefore, managing such social media accounts with specific missions can be complex. Still, the absence of an official voice from our government on this matter stands out as a significant handicap.

In this context, the Ministry of Foreign Affairs must develop effective strategies. Today, social media should not be limited merely to posts; it should aim to create a well-recognized, strong, and trusted digital brand presence. For a country, official social media accounts function as digital embassies, linking governments—and thus their countries—to the global public. At this point, the lack of an official and monitored Telegram account under the country’s name creates a strategic void, especially during heightened tensions. The officialization/verification of these accounts could prevent these channels from being seized by malicious individuals and protect Israel’s online reputation.

Although the Israeli Ministry of Foreign Affairs and other relevant institutions have created essential strategies for digital interaction, they have yet to take sufficient steps toward establishing and adequately maintaining these primary social media accounts. Securing and managing a decisive name like @Israel in digital spaces on every platform should be expected and not neglected. Otherwise, as I mentioned, our enemies are severely harming Israel by using these situations as a means of disinformation. Another issue that further complicates matters on Telegram is the link to an unresponsive Telegram bot on Prime Minister Netanyahu’s social media accounts. It shows a complete lack of professionalism, and the response deprives those interested in the Israeli perspective of a reliable source on Telegram, leaving an opening for misinformation and propaganda.

Although Telegram has banned Hamas-linked channels, it has not been able to block pages controlled by Hamas supporters posing as pro-Israel. This situation underscores an essential lesson: proactive control over social media branding is indispensable. Israel must not allow unofficial narratives to dominate in areas where it should have an official presence. By ensuring that these platforms carry verified and responsibly managed content, Israel can more effectively communicate its message to the world. This is particularly vital when we most need to communicate our legitimacy.

Let’s not forget our impact on Telegram’s sales and success. Israelis and our government have indirectly advertised Telegram to the world.

In conclusion, in a world where social media can instantly shape narratives, Israel must develop an endless strategic and tactical approach to its digital presence. Platforms like Telegram have become vital in today’s digital environment, and it is essential for Israel to acknowledge the importance of controlling the country’s image and narrative on these channels. By securing, verifying, and managing official accounts, Israel can prevent the spread of misinformation and provide a trustworthy source of information for its global followers. This change can help protect its reputation during times of conflict and enable a more accurate understanding of Israel’s policies and position worldwide.