The sophisticated way Islamic State has used social media strategies to promote its brutal campaign of terror has been seen as one of the defining hallmarks of the new threat facing the West.
Twitter, YouTube and a host of lesser known apps have been used to spread the group's propaganda - dominated by the ruthless beheadings of US journalists James Foley and Steven Sotloff, and of British aid workers David Haines and Alan Henning.
Yet the group's mastery of modern technology as a means to communicate with potential followers is now threatening to undermine it.
The first videos posted by the terror group earlier this year showed them as freedom fighters riding tanks and pick-up trucks through the desert.
But later posts depicted the group in a much darker light, murdering hundreds of locals in Syria and Iraq as fighters advanced through large tracts of land, taking over towns and villages, killing anyone who refused to convert to Islam, or who opposed their ideology.
As shocking as those events undoubtedly were, for many in the West the true horror of the terror group only hit home after it began beheading its Western hostages and posting those videos online.
Each death attracted global condemnation, but it was the plight of Salford taxi driver Alan Henning that captured most attention.
All sections of society, all colours, all religions united to appeal for Mr Henning's release.
Nowhere were those voices louder, than in Britain's Muslim communities, an uncompromising assertion that Alan Henning was a force for good and that Islamic State should show him mercy.
Sulaimaan Samuel, a safeguarding mentor for the Government's anti-extremism programme, says Islamic State's decision to murder the charity worker was a turning point, a realisation that the this terror group had no redeeming qualities.
It will in turn he says, deter many young people, who may have considered heading off to Syria, to think twice - the taxi driver's death he says, may have saved thousands of lives.
No one doubts Islamic State's tech-savvy young jihadists and their new media expertise have helped attract hundreds to their cause.
But their eagerness to broadcast their extreme brutality has also had an unintended consequence for IS - triggering a significant push back from the wider Muslim community.
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