Researcher says Israel's use of Twitter, Facebook during recent Gaza operation reflects a transformed approach to warfare, as world acknowledges importance of social networks during emergencies.

A recurring theme in Israeli public discourse surrounds what Israelis call the “hasbara problem.” Hasbara (Hebrew for explanation) is the task of making the case for Israel and its positions. The commonly held perception is that Israel’s deteriorating international image is a consequence of poor hasbara.

An Israeli think tank, the Center for the Renewal of Israeli Democracy, has just issued a report that examines Israel's efforts at public diplomacy. Selection of this topic as one of the first to be studied by the center, which was established only a year ago, reflects hand-wringing in Israel over why the country seems to be, to put it bluntly but mildly, so darned unpopular around the world.

The development caught the attention of the Saudi Internet news service, Al Arabiya, which reported this week that Netanyahu's Twitter account has drawn new followers from Iraq, Egypt and Lebanon, currently numbering 717 followers.

President Shimon Peres's comments that Palestinian Authority Chairman Mahmoud Abbas is a partner for peace hurt Israel's public diplomacy efforts, Information and Diaspora Minister Yuli Edelstein (Likud) said on Monday.

Israel's ambassador to the Czech Republic, Yaakov Levy, is envied among Israeli diplomats in other European Union countries. Compared to the stiff criticism and harsh denunciations many Israeli ambassadors face, Levy's life in Prague is paradise. Today the Czech Republic is Israel's closest friend in the EU. Indeed, it was the only one of 27 EU member states to vote against the recent Palestinian statehood initiative at the United Nations.

Israeli Prime Minister Benjamin Netanyahu is now tweeting in Arabic on a new Twitter account opened in mid-December. The development caught the attention of the Saudi Internet news service, Al Arabiya, which reported this week that Netanyahu’s Twitter account has drawn new followers from Iraq, Egypt and Lebanon, currently numbering 671 followers.

Israel’s ambassadors and consuls general serving throughout the world will discuss wide-ranging diplomatic and strategic issues at a conference to be held next week in Jerusalem.