so it does really have an impact on the battle field. >> sreenivasan: philip smyth, he mentioned earlier, kind of almost a hijacking of conversations. they're not trying to hijack aircraft. they're trying to get into the consciousness of people talking about anything from nurks nutelo the ice bucket challenge. >> if you're trying to cast a narrative, you want to look sometimes as average as possible. if somebody is trying to recruit me, they're going to want to interact with me, like they're a friend, like-- even like how we're talking now. it's probably one of the best ways to get in and influence somebody's mind. >> sreenivasan: so some of this is coming into or across our radars because these people understand english. we've had this larger conversation of westerners becoming radicalized but it's also because they know the difference of what the west is talking about. >> so there's an important distinction here. the head of the islamic state, it's not as if he himself is tweeting or any of the other senior figures around him. we're talking about the younger fighters on the ground, man