Pro-Russian separatists in Ukraine are hounded by allegations that they were responsible for the Malaysia Airlines flight MH17 crash thanks to social media for possible evidence linking the rebels to the tragedy.

Nearly 300 passengers and crew died died when MH17 exploded and crashed over rebel-held territory in eastern Ukraine on July 17.

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About an hour before reports of the crash appeared on mainstream media outlets, the rebels posted comments on a popular Russian social networking site claiming they had shot down a plane.

The post on VKontakte read, "In the area of Torez, we just shot down an AN-26 plane, it's lying around somewhere behind the 'Progress' mine."

The comments, written in Russian, also included the remarks, "We did warn after all - not to fly in our 'sky.' And here is a video confirmation of yet another 'birdfall.' The birdie fell on a heap of waste rock, did not touch the residential area. Civilians did not get hurt."

While the post identified the plane that crashed as an AN-26, it fueled speculation that the rebels shot down MH17, mistaking it for military aircraft.

According to military experts, only a very powerful ground-to-air missile, such as the Russian-designed BUK, can shoot down large planes flying at a very high altitude.

As news of the crash emerged and raised questions of who carried out the attack, the rebels maintained they did not have access to BUK systems.

But information surfaced that less than a month earlier, on June 29, a group associated with the self-declared Donetsk People's Republic tweeted that it had under its control "self-propelled anti-aircraft BUK missile systems."

Both the VKontakte and Twitter posts disappeared from the sites, removing what may have been considered evidence of rebel involvement in the MH17 attack.

Analysts say the rebels' experience with social media shows how Twitter and others can either help or hurt a cause.

The events in eastern Ukraine is proof that "the smartphone in the hand is as important as submachine gun," explained Charlie Beckett, head of the London School Economics' communications department.

Tagsinternet propaganda, Ukraine crisis, Malaysia Airlines MH17, BUK systems