Strategic Assessment

Social media has grown rapidly over the last two decades, becoming a ubiquitous force in all spheres of society. The speed of development has created a lag regarding effective use and regulation of social media platforms, and misuse has shaken the concept of social media as a great unifier and positive force. This article examines the role social media can play in the Middle East peace process through an assessment of social media peace campaigns in Israel and the Palestinian territories and an analysis of social media campaign design. This examination reveals that proactive, effective, strategic, and ethical management of social media platforms is critical for the success of any peacebuilding campaign. Change can start through community initiatives that begin online but ultimately transition into non-virtual activities.