Dr. Nicole Matejic

SmartCompany: "Nicole Matejic’s blog is a must-read for those interested in marketing and social media. Matejic regularly consults with government and the private sector and writes about everything..."

No - Daesh aren't considerably 'improved' in their online campaign. They have been effective at content marketing terror since the start of their violent campaign. The West just remain considerably on the defensive and have been since this war began.

In the race to ‘do something’ to counter Daesh propaganda, Governments in the West have forgotten that actions speak louder than words; except in Canada, where they are walking the CVE talk.

While many will marvel at the UAE's progressive outlook on women's rights; and how this photograph will be a beacon for women in the Arab League of Nations - there is a larger play here. And it's an exceptional masterstroke of IO/PSYOP.

Can you remember the last time you clicked on a headline that factually represented the story it claimed to report? No spin?

Social media influences people's decision-making: it serves to normalise highly abnormal situations - such as what conflict zones are like, when trying to attract foreign fighters.