It all began with Northern Army Commander Lt Gen D S Hooda admitting to the "mistake" by his personnel in killing of two civilians in Kashmir last month.
This led to a slew of reactions and Hooda had to write to his men saying "not to fall prey" to print, electronic and social media opinions.
He had also written: "Mistakes will happen. Let me assure you that I have a clear understanding of the difficulties under which we operate and that nobody will be unfairly harmed. This clear message must go out to all units.
Following the recent terror attacks, a fresh wave of messages have started appearing attacking the Army leadership in the state and some of which were purportedly written by young officers.
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Army believes that these were "misinformation campaign", possibly orchestrated from across the border to dampen the spirit of the force.
"These are all misinformation campaign. No Army personnel would ever share operational details and such misinformation on social media," sources said.
Asked about the latest message doing the rounds, Army sources said they checked with the said officer and he has denied that he had sent any such message.
They said it could be the handiwork of "a few disgruntled elements who might be vying for an award".
They stressed that there was a need for a coherent policy on social media interactions.
"Data sent on these are unsecure as data can be intercepted," the circular read.