Online, the Islamic State is a technologically savvy, sophisticated, and nimble organization that learns from its mistakes and from the actions of the Western intelligence services and NGOs that have sought to counter it. It is no secret that past and current efforts to reach potential terrorists before they can become radicalized and committed to a path of jihad and terrorism have proved inadequate. To use the language of online marketers, countering ISIS’s online activities will require quality content disseminated on a massive scale, with careful product placement. Placing counter-messaging products into platforms and forums that extremists frequent will increase the chances of potential terrorist recruits coming into contact with narratives outside of ISIS’ control.
ISIS’s cyber efforts have paid off; the FBI told Congress in July 2016 that “the message of radicalization spreads faster than we imagined just a few years ago.”[i] The number of foreigners who have been inspired by the Islamic State’s online propaganda to travel to Syria and Iraq (or elsewhere) and participate in the fighting is unclear, but most estimates place the tally at more than 20,000. Others have been set on the path of radicalization by ISIS’s online propaganda and have become “lone wolf” attackers in the United States or in Europe.[ii] Demographically speaking, the people who ISIS is most interested in targeting for recruitment came of age in the twenty-first century as “digital natives”; they have lived their entire lives surrounded by ubiquitous online communications and have embraced it in technologically sophisticated ways.[iii] ISIS knows how to appeal to these potential jihadis. Reaching them with counter-messages will require a sophisticated and multi-faceted approach.