The crowd sourcing of execution ideas, the digital release of the video and the way attempted justifications for the gruesome murder were posted online all reinforce the importance of social media to the ISIS propaganda machine.
Although the group have been fighting in Iraq since at least 2004 and have had a presence in Syria for many years, ISIS' declaration of a caliphate last summer saw support for the terror group rocket, largely driven by the highly active social media use of its fighters.
Jihadis who appear in the group's officially released propaganda videos become virtual online celebrities, holding question and answer sessions and giving advise on the website Ask.Fm, and using Twitter to share details of the daily life as a terrorist fighting in the Middle East.
Many of the militants use English as a lingua franca, not least for its potential to reach, influence and possibly even recruit would-be jihadis still living in the West.
The use of a British national as ISIS' executioner in chief has had the same effect, leading to supporters regularly sharing images of the killer known as Jihadi John and sharing quotes taken from the sickening murder videos in which he has appeared.