Israeli Consulate Uses Twitter

I am in the middle of following an amazing conversation on Twitter between the Israeli Consulate in New York and a whole community that is interested in what they have to say about the recent violence in the Gaza Strip. As a historical event the attacks and counter attacks are serious and significant. Equally so is how the Israeli Consulate is choosing to engage those interested with a light, fast, direct and free communication tool.

The sucessfull use of Twitter in this manner is yet to be proven, but I belieev if the Consulate can manage portions of its communication startegy via this channel it will set a president to the political and business world as viable case study for the use of the medium in the immediate future. The key metric in my oppinion for this engagement is not the volume of people reached, but the impact had on those reached. I am not sure hoe they are marketing this conversation (CRM, e-mail campaign) or if it is simply word of mouse.