Jessica Roy breaks down the online engagement between the Israeli Defense Force and the Alqassam Brigades:
The IDF is letting no social media channel go untouched. They've been uploading photos of their operations to Flickr and Pinterest and publishing status updates to their official Facebook page. They also just started a Tumblr account that is littered with pro-Israel propaganda, including a photo showing a cartoon of an Israeli family in the crosshairs of a Hamas target with the message "Israeli civilians are Hamas's target."
The kicker here is how the channels moderate the content: they need to abide by their user terms and conditions.