> While Israeli officials have no expectation of enjoying massive support online, they say the wider popular support for the Palestinian cause has been successfully hijacked by Hamas to undermine Israel's standing in an unprecedented way. Officials say the sheer scale of content produced by Hamas and its affiliates, as well as its organic reach – especially among young Westerners – caught Israel unawares.
It's not the "scale of content produced by Hamas", it's the scale of killing done by Israel. People are reacting to the actual death and destruction taking place, not just tweets. Social media is helping people see what's going on in Gaza and the West Bank directly without Israeli propaganda interfering with the message.