1. 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

2. 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

3. 50 million users ????

4. 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

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

6. 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!!!

7. 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”

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

9. New Media Operations Center2 5 3 4 1