through social media. reporter: commanding isis army of videographers and editors, the group s spokesman, said to be so important to isis he holds a position underite leader,ing abaghdadi. the guy chosen by isis to do battle when they had the big, you know, dogfight in early 2014 about who was right, isis or al qaeda. reporter: he has given several audio statements for isis but despite being a spokesman for the group he avoids appearing in any videos. analyst says that s for his own security. he s got a $5 million u.s. bounty on his head. and western forces have taken out several top isis media operatives like jihady john. the state department, which puts out, as you know, videos to counter isis, the criticism they can t seem to keep up with isis,