Responding to waning interest amongst recruits, the Army has favored bolstering its social media presence over traditional advertising.
Responding to waning interest amongst recruits, the U.S. Army has implemented an aggressive social media strategy that bolsters its presence on popular networking sites like Twitter, Facebook, and Youtube. Since the late 1980s, the Army has sought to improve a hovering 9% propensity to join amongst targeted recruits (17-24); a figure down from roughly 33.3% in the 1970s.
Using Twitter, the goal is to engage potential recruits in a deeper conversation about what it means to be in the Army. The Army has also reached its first sponsorship deal with a major Hollywood film, “X-Men: First Class”, with access to exclusive movie content through visiting the Army Facebook page. Increasingly, the Army has moved away from traditional advertising and into the social sphere. As described in The New York Times:
As more of the campaign appears in social and other digital media, the spending for ads in major media has declined, according to the Kantar Media unit of WPP, to $41.8 million last year from $168.7 million in 2007.
The Army is currently working with 7 agencies, including McCann Erickson Worldwide, MRM Worldwide and Weber Shandwick.