As I sit and listen, and add my input, but mainly listen in on a meet happening right now in the David Citadel Hotel in Jerusalem put on by the World Jewish Diplomatic Corps (WJDC), a future generations initiative of the World Jewish Congress (WJC), I find my thoughts drifting.  They're drifting to Facebook.  To my latest chats and status updates from what onlookers think about a meeting like this.  "What is the point?" I was asked.  Is it for the Jewish Community?

People care. Some are pessimistic and think it's a lost cause, this new media battle.  While others are asking for more information and telling me to keep them posted.  The question of how we can truly influence mass numbers is crucial - but so is answering the simple questions raised by the common man. Word of mouth is very strong and information can be spread, it just needs to get into the correct hands to start that powerful chain reation.

Others will argue it's a numbers game.  Yes, we're losing the war of propaganda and our "Jewish" numbers are small in comparison to our neighbors and other cultures in the world - but if we're not standing together and acting as one, rather, arguing, too opinionated, how will people take us seriously?  Who will they, who should they, listen to? 

One gentleman from the Israeli Ministry (name to come) stood up and spoke about influencing a politician.  That if someone wants to influence a politician, the best way to do that is still to write a classical letter. The message that a pen and paper is still something else.  Hey even stated, "maybe I'm old fashioned and out of experience, but where I am, and what I do - it is still true.  In the ministry, if you want to influence, a normal, classic letter STILL influences more than any e-mail, campaign, social media focus, etc." Interesting...

Another issue is leverage - leveraging the existing communities of those that we know who are active online and making a difference in their own worlds.  Back to the issue of not coordinating our networks, cooperation and capitalizing on what we already have.  Unfortunately the slow process and and poor organization of existing agencies trying to 'make a difference' is it's simply too slow.  By the time a decision is made it's outdated.  Action is an active word - not passive.  To take action, means to do it prior to the instance (if possible), not in an untimely manner.

Lastly, (for now) ego should be down.  The point is not to become famous it is to make an impact.  Don't be on the defense, take action and be on the offence.  Push, don't blame or keep the highlight on ourselves.  Rather, show the other side; show that we know more about who they really are and what is happening on their turf.  That we, Israel, global Jewry is not the problem - the masses and the 'general media' is falsifying the truth.  Emphasis is on the wrong issues.

Bringing us to the final issue - what are we saying?  What is our message?  Israel is good?  That's not enough.  Israel is beautiful. Not enough.  We need to combine our efforts not only to bring out the truth about Israel and gain general, positive images about Israel, but also to show the truth about the cultures and countries that the masses have grown to have sympathy for and adore.

Back to this meeting, I thank Peleg Reshef of the WJC for inviting and Leadel to sit in on this meeting.  I think it is surely a step in the right direction, and I hope that many of the topics raised here today continue to evolve and change in order for true action to occur.