Bibi's Facebook shadow puppets
Netanyahu's new media crew reveal how PM's social media accounts are run, share anecdotes of online parodies which make him Facebook sensation
His page is enjoying a cult-like status, as Netanyahu's sometimes awkward posts sprout online parodies and even a comic strip based on his latest status updates.
However it may be surprising to learn that the PM does not write his own material. This enjoyable task falls on the shoulders of Noga Katz, 29, a Likud spokeswoman for the past couple of years. In the past she has served as the spokeswoman for Knesset Member Ofir Akunis (Likud).
Katz is in charge of operating and managing Netanyahu's personal Facebook page, along with Shai Moradov and Adi Barouh.
She insists that Netanyahu has a lot to say about his Facebook page.
"The prime minister attributes great importance to new media activities. That's why he plans on furthering his involvement in the field. He asks that we keep him continuously updated about his personal Facebook page and about new media innovations in general," Katz said.
Original image with Netanyahu smiling in background (Photo: GPO)
In one instance, Netanyahu intervened after the "Bibi Gump" and "Bibi in the background" gags began to appear online.
As the story goes, on the day of Gilad Shalit's release from Hamas captivity, a photo taken by the Government Press Office was distributed in Israel and overseas. In the photo, Netanyahu is seen smiling in the background as father and son embrace.
Netanyahu with Dana International (Photo: Uri Streigold)
Within hours, dozens of amusing images began to surface on the internet in which Netanyahu's smiling image was planted in the background of famous pictures.
Netanyahu reacted with quite a bit of humor to this latest web phenomenon. A 'photoshoped' image was uploaded to the prime minister's official Facebook page, with the same smiling Netanyahu posted on a photo of the prime minister's recent UN address in which he used the Hebrew slang term 'dugri' (frankly).
Animated Netanyahu and the Simpsons
According to Katz, Facebook allows for "a direct connection with the public."
"Facebook has its own rules, and that's why the prime minister respects statements posted on his Facebook page even if they are not in line with his ideology. We only remove statuses which might incite or are offensive," she added.
As for recent posts by Facebook users about the escalating situation in the south, though Katz and her team have not removed them, the media team has yet to respond. "We're planning on expanding our services to address such posts," she explained.
Online star
Yes, he is the prime minister, but one cannot ignore the fact that Netanyahu is the star, not to mention the victim, in the political arena. Almost all of his public statements are turned into online jokes.
In another instance, Facebook users whose relationship status was "engaged" opened their accounts only to see an ad with Netanyahu's picture congratulating them on their new status.
"Congratulations on your engagement. I wish you a successful marriage and invite you to click 'like' and join my 160,000 Facebook friends," it read.
Many Facebook users were outraged at these personal messages, claiming they were an invasion of privacy.
Netanyahu and ET
Netanyahu's latest address at the AIPAC conference in Washington earlier this month inspired another online joke. At the conference, the PM mocked Iranian claims that their nuclear program is intended for peaceful purposes only.
"Iran says that its nuclear program is for peaceful purposes, but I say – if it looks like a duck, and walks like a duck, and quacks like a duck – it's a duck. But this is a nuclear duck! And It is impossible to believe that the world's most dangerous regime won't use the world most dangerous weapon," he said.
Soon thereafter Faceook users uploaded statuses and photos addressing this new "nuclear duck." One person even uploaded a clip featuring another famous duck – Daffy Duck.
Netanyahu's media crew realized that the only way to deal with such jokes is to play along, and decided to upload the clip to the PM's official Facebook page.
But is Netanyahu paying too much attention to the social network? Katz claims "the media buzz following his activities was due to his ability to utilize the social network tools, including ads and video clips."
Photo uploaded by Netanyahu: 'Dugri (frankly), you made me laugh'
She further explained that they do take into consideration how Netanyahu's activities will be presented on the new media. "There is some content the PM prefers to promote over others or even give them Facebook exclusivity, as he understands it’s a good way to reinforce his status."
Meanwhile, Netanyahu has another Facebook account – his official Prime Minister's Office page, which has an English and Arabic version as well as the Hebrew page. All three pages are run by the Office's New Media Director Eitan Eliram.
The PM's official Facebook account has over 20,000 friends. Eliram's team is also responsible for managing Netanyahu's official YouTube channel and Twitter account.
Raffi Shamir, another member of the New Media Department, explained the difference between both pages: "The prime minister's page is the national page. It does not represent or address Netanyahu's political activities, but focuses on his official activities. For example: Government meetings, meetings with official diplomats, state visits and so on."
Shamir agreed that, just as Katz previously remarked, Netanyahu tends to get involved when it comes to his national Facebook page as well.
"It's not as though the prime minister is on Facebook all day long. He's the prime minister, first and foremost, and he has a lot of important things to do.
"However he's definitely aware and involved. When the 'Bibi in the background' story broke out, and the internet filled up with photos, he laughed and suggested we joined in. Sometimes it's our initiative, sometimes it's his. He's aware of the power of the internet and knows that's where the public is," Shamir concluded.
