Noam Lemelshtrich Latar, PhD Mr. Grisha Asmolov Mr. Alex Gekker A State’s Battle of Narratives In the cyber space Noam Lemelshtrich Latar, PhD Mr. Grisha Asmolov Mr. Alex Gekker

Years to reach 50 million users: Is Social Media a Fad? Years to reach 50 million users: Social Media Revolution, YouTube Radio – 38 years TV – 13 years Internet – 4 years IPod – 3 years IPod downloads – 1 billion in less then 9 months Facebook – 100 million less then 9 months YouTube- 2nd largest Search Engine

50 million users ????

Existing Media  New Media Trust in Content 78% of consumers trust peer recommendations 14% trust ads Existing Media  New Media 78% of 18 to 34 watch TV on web 25% of Americans watched video on cellular last month 35% of Amazon book sales – The Kindle 24 of 25 largest newspapers – record decline 1½ million pieces of content are shared on Facebook DAILY

Social Media is a fundamental shift in the way we communicate and form opinions

Question 1: Question 2: Should a govt be involved in Cyber Advocacy? YES Question 2: Can a government conduct an effective Cyber Advocacy campaign on its own? NO!!!

Govts are limited in their ability to create on-line “friendships” Why? Govt Advocacy is considered PROPAGANDA & lacks legitimacy Cyber Advocacy requires a huge amount of Content traffic and interactive players  Wisdom of the Crowds On-line crowds trust on-line “friends” who share information Govts are limited in their ability to create on-line “friendships”

Effective Govt Cyber Advocacy Requires Mediation Social networks Academic Ins NGO’s GOVT

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