Israel has lost favour with US public opinion. Aware of the danger this poses, prime minister Binyamin Netanyahu has announced the opening of an ‘eighth front’, the ‘battle for truth’, in order to win back hearts and minds. Tel Aviv has never neglected this dimension, but previous efforts have mainly focused on the traditional media. But, as Netanyahu told US influencers in New York on 26 September, ‘weapons change over time … the most important ones are the social media.’