The latest surge in fighting between Israel and militants in the Gaza Strip has seen both sides revive the intense social media battle that was seen during the last Israeli offensive on the coastal territory, "Operation Pillar of Defence", in November 2012.
Sites such as Twitter, YouTube and Facebook have been inundated with posts seeking to win the hearts and minds of people in the Middle East and elsewhere in the world.
This seems to serve a number of purposes, from live-blogging events on the ground to telling its side of the story.