In particular, TIP touted Mayer's role in the #IsraelLoves campaign in which pro-Israel activists added the text "#IsraelLoves" to their tweets as a search tag which other users on Twitter could find, and which Twitter would recognize as a trending topic. TIP wrote:
Overall, the #IsraelLoves campaign was an example of good public relations. Responding to the #IsraelHates hashtag which was trending globally, Mr. Mayer led the pro-Israel community in responding with a concise and positive message which was well formulated to go viral. While some of the tweets using the hashtag were hijacks (ie #IsraelLoves apartheid, or #IsraelLoves occupation), the #IsraelLoves campaign was a powerful one for which Mayer deserves credit.
But The Israel Project summarized the success of the campaign as follows:
The problem is this: that metric of success has everything to do with the unity of the pro-Israel community. And nothing to do with swaying general public attitudes towards Israel.
Hasbara efforts are always intended to shore up support for Israel. However, creating a hasbara message often involves negotiating the cleavages in the pro-Israel community, even within the more traditional wing from which hasbara tends to originate. The pro-Israel community is hardly alone in being an advocacy group with cleavages. However, crafting a hasbara message often involves negotiating these cleavages, especially since the alternative is to have no message at all.
But the pitfall of this consensus building is that it creates a hasbara message which is a statement of the median pro-Israel view, rather than a message which is likely to sway reconcilable audiences to support Israel. Hasbara has become about building consensus in the pro-Israel community rather than expanding it. It reinforces the pro-Israel audience's self confidence and aggravates the pro-Palestinian audience, but does little to sway neutral audiences Israel's way. Hasbara has become a series of messages preaching to the choir rather than trying to convince those with a decent voice to join.
The Israel Project is in no way alone in defining success by unity rather than efficacy. Furthermore, consensus (or equilibrium) is a pre-requisite of any number of decisions within institutions. But when pro-Israel organizations focus too much on a consensus-based approach to messaging, they sometimes lose sight of what ought to be the key metric of success: whether the message makes people more supportive of Israel.
One way to measure efficacy would be to conduct flash polls before and after a hasbara campaign to measure whether a given tactic improved Israel's image in the public eye. But while many pro-Israel organizations point to consensus-building in the pro-Israel community as proof of their efficacy, very few offer quantitative evidence that their brand of hasbara has a significant effect on pro-Israel attitudes. This is not because pro-Israel organizations are myopic or don't care about being effective. Such measurements are incredibly difficult to obtain, especially for organic campaigns like #IsraelLoves. However, in the absence of such data, pro-Israel donors are investing money and pro-Israel activists are investing time into a hasbara strategy which has not been demonstrated, in any systematic way, to work.
Unity has its place in movements, and the pro-Israel movement is no exception. However, when the form of the movement begins to overshadow its purpose, it is unsurprising when it does not achieve its desired outcomes. A renewed focus on efficacy-based approaches is the first step to properly resourcing the members of the pro-Israel community who have dedicated their careers to the defense and promotion of the Jewish State.