The Israeli government and civil society alike have recently been extremely active in cyberspace, especially in war time, when shaping the international opinion often becomes essential to achieving military objectives. The Israeli consulate in New York received a lot of praise for their Twittering during the recent war in Gaza; however, many other low-key initiatives have received considerably less attention.
This is an interesting article. It is increasingly more important to influence the media whenever Israel takes action (particularly against Palestinians) to protect or advance its interests. The most recent Gaza incursion was a good example of where the real battle seemed to be more in the media and online than on the ground. Employing social media to undertake a lower level campaign online is a pretty smart move.