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streets. We are not trying to reach jour-
nalists or opinion makers. Our goal is to
reach the people and have our content
t is no secret that the State of Israel
go viral," Leibovich said. "We are trying
and its military
to show what is really
deal with a percep-
the beautiful, true face
tion problem around
and values of the IDF
the world. From civil-
because this tends to get
ians and governments,
N lost by the coverage"
to international bodies
Social media is a very
like the United Nations,
powerful means of com-
it is often claimed that
munication. Not only
Israel and the IDF are
does the IDF use social
confronted with a grow-
media to promote its
ing hatred and bias inter-
own agenda to the peo-
nationally, and it's up to
ple, but also, believe it
them to combat it.
or not, sometimes uses
At the forefront of this
it to communicate with
Lt. Col. Avital Leibovich
daunting task is Lt. Col.
its enemies. During
Avital Leibovich, head of the Interactive
Operation Pillar of Defense, the most
Media Branch at the IDF Spokesperson's
recent operation in Gaza in 2012, accord-
Unit, now specifically in charge of the
ing to Leibovich, the IDF threatened
IDF's social media activities.
Hamas leaders not to show their heads
Leibovich was brought to Metro
above ground via Twitter. The Palestinian
Detroit in early March by the Friends
militant leaders saw it and they listened.
of the Israel Defense Forces (FIDF), a
Furthermore, during the same operation,
nonprofit organization that supports edu- the IDF conveyed messages to civilians
cational, social, cultural, and recreational in Gaza on locations of IDF air strikes,
programs and facilities for the men and
urging civilians to evacuate the area via
women of the IDF. She was here to meet
Twitter in hopes of limiting casualties.
and greet the community and talk about
Before taking the position in 2008
the importance of social media — now
to head the IDF's social media depart-
and in the future.
ment, Lt. Col. Leibovich was the IDF
The IDF social media department
Spokesperson to the Foreign Press.
that Leibovich heads is active on more
Leibovich said, however, that she believes
than 30 different social media platforms
the infamous media bias that has con-
and in six languages, averaging about a
sistently been associated with Israel for
combined 300 posts per month with 900
years is getting much better and more
tweets. The potential reach of the IDF
balanced.
social media content is 95 million people
"I felt the [anti-Israel] bias on a regu-
and continues to grow every day.
lar basis when dealing with the foreign
"The main goal of what we do via
press, but I put it aside and focused on
social media is to influence the narra-
my mission.
tive of the IDF using visual images and
"Actually, if you look at Operation
high-quality content while aiming to the
Pillar of Defense, the coverage was very
I Special to the Jewish News
CASH BAR RAFFLE LIGHT SN
Host Committee
Lt. Col. shares how the IDF uses social
media to advance its cause.
JN
Yad Ezra
...og Hun,v Jew. Fammen
248.548.3663
1904270
Israeli Soldiers Coming To Town
On Tuesday, April 8, two IDF soldiers
for a lunch-and-learn program. A light
will be in West Bloomfield as part of a
kosher lunch will be served; $8. Call
nationwide campaign by StandWithUs
(248) 683-5030 to RSVP. At 2 p.m. they
known as Israeli Soldiers' Stories.
will speak at Akiva Hebrew Day School
Anat, a former pla-
in Southfield. Then
toon commander, now
they will stop at
studies social work
a local college
at Ben-Gurion Univer-
before a program
sity. Iris served in the
at Michigan State
Israeli Air Force and
University.
now is in the reserves as
The events are
a lieutenant in her unit's
in partnership
medical team. She is
with Hadassah,
IDF soldiers Anat and Iris
studying to be a doctor.
StandWithUs
They will appear at noon at
and the JN. For details, email
Hadassah House in West Bloomfield
standwithusmichigan@gmail.com .
❑
14
March 20 • 2014