Over the years, the “public” at which U.S. public diplomacy was aimed was carefully limited to exclude the Islamist community. However, the events of 2011 have turned the Islamists who were once viewed as adversaries by American policymakers into the mainstream of Arab politics. It's high time U.S. public diplomacy caught up with this new reality.

For years, Hosni Mubarak and other Arab leaders relied on a straightforward mantra: “It’s me or the Islamists.” American presidents and other Western leaders shuddered at the word “Islamists” and embraced their thuggish allies. What could be worse than Islamists?

U.S. public diplomacy followed that pattern. Over the years, there was some splendid rhetoric from Condoleezza Rice, Barack Obama, and a few others, but the “public” at which public diplomacy was aimed was always carefully limited to exclude the Islamist community.

Terrorist organizations have found a dual use for Facebook: recruitment of new members and an intelligence gathering platform. The social media is enabling the terror organizations to take initiatives by making ‘friend’ requests, uploading video clips. By using these tools, the organizations are able to be active in recruiting new friends without geographical limitations.

Today the entire public diplomacy budget is reportedly of the order of magnitude of what a medium-to-large Israeli corporation spends on promoting fast-food or snacks. If one does not invest in winning hearts and minds, it is no wonder that they are not won.

Israel is tired of playing it straight: It is recruiting gays and lesbians as unofficial envoys. In a bid to boost its international image, the country’s ministry of Public Diplomacy and Diaspora Affairs has established a cadre of diverse volunteers who speak about Israel around the world.

Turkey’s geopolitical importance enables Turkey to use its soft power to establish prosperity in neighbouring regions and to create win-win situations. Aside from actively engaging in international organizations, Turkey has also promoted its “conservative democracy” as a model for transforming Arab societies throughout the Middle East.

APDS Blogger: Hend Alhinnawi