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6 Ways to Change Israel's Image

6 Ways to Change Israel's Image

How to promote Israel using social media.

by and

What happens when you type into the Google search query, “Does Israel”? As you can see, it's not so pretty. Of course, it is no surprise to see that Israel does not have the most positive image on the internet and online communities. With things like anti-Israel divestment campaigns and "apartheid weeks" on campuses across the nation, the negative Google results only continue to grow.

Google search results on Israel

As with any negative, there is a positive. Put these 6 ways in to action online and we guarantee you are one step closer to turning that Google-frown upside down.

1) Tell Your Story

It all starts with you. Personal stories have proven to be the most effective strategy to positively re-brand Israel through social media outlets. Naturally, we are accustomed to empathizing with others rather than through common marketing tactics. A personal story builds a growing relationship between the reader, allowing audiences to finally be exposed to a personal and lasting connection with Israel which allows for that gradual shift in how people view Israel.

2) Share the Right Content

Finding content to post about Israel is easy if you know where to look. Instead of posting mainstream news articles about Israel, find unique content to share with your online community. Start now, search for these types of categories:

  • Heritage and Culture: History, authenticity
  • Quality of life: Personal stories and blogs
  • Tourism: Photos of travelers in Israel, articles or events in Israel, food in Israel.
  • Entrepreneurism: Technology/start-ups, medicine from Israel

3) Keep It Real

When finding a topic, it is important to try to find a common ground with your audience. Share relevant updates with friends that you know share these interests. Remember not to sound like you are trying to "market" Israel, this is personal storytelling strategy; just be yourself and keep it real.

4) Show And Tell

To be most effective and appealing, tell your story visually. Using photos or short videos are an incredible way to get your audience engaged. When posting, make sure to "tag" so you can engage a greater audience.

tagging an image on facebook

5) Find the Right Audience

Using the custom audience selectors (such as the friend option on Facebook) gives you the ability to choose which audience you want to see your post. Be selective by sharing with specific people, groups or networks that you belong to. You can even set up friend lists and send your post directly to them.

Facebook lists

6) Get Personal

It is important to remember that though social media is an incredible innovation, it serves a basic human need that has existed for centuries – the need to communicate.

Taking the time for personal engagement with those posting away in your social media community is one of the most overlooked outreach tactics. Thank your followers, reply to their comments, show your appreciation, and ultimately build your reader's loyalty.

facebook sharing posts

Courtesy of

December 7, 2013

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The opinions expressed in the comment section are the personal views of the commenters. Comments are moderated, so please keep it civil.

Visitor Comments: 11

(11) Joel Hammer, PhD, December 30, 2013 5:55 AM

Jews are their own worst enemy.

I think that it was Ben -Gurion who said that Jews are their own worst enemy. Given the spineless behaviors by Israeli leadership since Camp David Israel has been not only on the defensive but acting out of seeming self hate due to fear of offending the Big Boys in Washington and, to a lesser degree, London. When will the Israeli citizens wake up and put their religious differences aside and stand together for a unified Israel from the Mediterranean to the Jordon River.? The Islamic Jew haters get away with murder not only because the US and most of the other nations are more afraid of the rise of Islamic power than the justice due to the Jewish people. This nothing new; it's easy to scapegoat the Jews. When will we wake up from our victim mentality and make true on that declaration of courage "Never Again" ?

(10) Tracy W, December 21, 2013 4:20 AM

As I was saying

The government of Israel is at fault for helping delegitimize the country's right to the land, thereby helping unleash more attacks on Jewish "occupation".

News report: A bill that would bar negotiations over Jerusalem without the approval of at least 80 of the 120 MK's failed in a preliminary reading in the Knesset after passing the Ministerial Legislation Committee earlier this week. The only coalition MK to vote in favor was Moshe Feiglin (Likud). Most of the other members of the coalition from the land of Israel's protectors - the Jewish Home and Likud parties - absented themselves from the vote.

Only a few years ago, before the last national election, the "right-wing" MKs twice voted against a National Union bill for the annexation of Judea and Samaria - thereby delegitimizing Jewish right to their heartland. Here is the news report for one of those instances.

Now you tell me how can we successfully help to change Israel's image when the very government of the country is acting as if agreeing with those who claim the land is not Jewish. Now they even seem willing to surrender Jerusalem. It's absolutely disgusting!

(9) Tracy W, December 16, 2013 6:06 AM

It would be helpful if Israeli politicians were more outspoken affirming Israel's legal rights to the West Bank

It is rather disturbing how,over the decades Israeli authorities have been silent about Israel's LEGAL RIGHT to Judea & Samaria (West Bank), thus weakening Israel's position.

The heroic Israeli effort in 1967 earned the country admiration and respect.

But one of the first official acts was the surrender of Temple Mount to those who had tried to destroy the nation. That decision has brought endless confrontations with Arabs, who now claim sole ownership of the site and violently deny access to Jewish worshippers.

From 1967 on it went all downhill with the surrender of Sinai, and Gaza, and the Oslo Accord. Now too many politicians seem OK with the idea of also surrendering Judea and Samaria - giving credence to those claiming Israel is an occupier.

Israeli authorities allow activities by groups that work with Arabs to undermine Jewish presence in Judea and Samaria. Those groups use the word "peace" to hide their true agenda.

There are more than enough documents to back the legal right of Israel to Judea and Samaria, but top Israeli authorities have never - ever - mentioned that.

Those rights do not only go back thousands of years, but they were confirmed at the start of the 20th century by none other than the League of Nations and the St. Remo Conference. The UN is bound by the League of Nations decisions.

Most people don't have a clue about those legal rights. So it's easy, even for the well-meaning among them, to join the anti-occupation chorus.

So I suggest that it would be helpful, not only to disseminate this information, but to ask the Israeli leadership to be more outspoken in citing legal documents that legitimize Israel's right to its heartland.

Google "Office for Israeli Constitutional law". That site offers legal documentation re. Israel's legal right to Judea/Samaria.

(8) Joseph Apicella, December 13, 2013 3:36 PM

We Want Your Support Not Your Troops

Israel should make it clear that they fight their wars with their own troops, always have and always will. They want the worlds support not their sons and daughters. This strong message will knock the wind out of the people .who argue against another war with American troops in the Middle East for 10 years.

(7) Daniella Ashkenazy, December 12, 2013 10:00 AM

What Israel needs is a Laughter Brigade!

What is missing from Israel advocacy is a bit of humor, known to be effective in any pitch - be it a lecture, a speech or a conversation.

The Israel dialogue (and (Israel education) is far too cerebral and far too conflict-driven! That is why I (a seasoned Israeli journalist) established Chelm-on-the-Med Online ( - in order to transform preconceptions about Israel - one chuckle at a time.

When people laugh, you reach them at a subliminal level making them open to hear more - even serious arguments on hot hard news issues.

Join the Laughter Brigagde! The Chelm Project is a pro bono endeavor and anyone may share these unbelievable-but-true Chelm-like wild and wacky only-in-Israel stories copy-paste with their favorite Israel-basher (or Israel supporter), reprint favorite stories in newsletters and even commercial papers – free of cost. (Just note the source please - "courtesy of Chelm-on-the-Med Online," with a hyperlink if possible).

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