Social Media and the Army: Implications for Outreach and Recruiting

The U.S. Army's outreach and recruiting efforts now encompass social media platforms. As part of these efforts, the Army Marketing and Research Group uses its website (GoArmy.com) and social media (Facebook and Twitter). The authors analyzed these efforts to understand if and how potential recruits and others are engaging with content and offer recommendations related to the Army's technology-based outreach efforts.