US uses social media in effort to quell anger

Frustrated that the US government's message denouncing the film Innocence of Muslims is failing to be heard, the State Department is turning to social media and television ads to try to stem global protests.

Leading the way, the US embassy in Islamabad has edited and produced a 30-second TV advertisement broadcast across seven networks in Pakistan in a bid to dissociate the US government from the inflammatory movie.

It has also compiled a separate YouTube film of ordinary Americans condemning Innocence of Muslims, an amateur film believed to have been produced by US-based extremist Christians, which mocks the Prophet Muhammed.