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来源类型 | Report |
规范类型 | 报告 |
DOI | https://doi.org/10.7249/RR2686 |
来源ID | RR-2686-A |
Social Media and the Army: Implications for Outreach and Recruiting | |
Jennie W. Wenger; Heather Krull; Elizabeth Bodine-Baron; Eric V. Larson; Joshua Mendelsohn; Tepring Piquado; Christine Anne Vaughan | |
发表日期 | 2019-06-03 |
出版年 | 2019 |
页码 | 48 |
语种 | 英语 |
结论 | GoArmy.com visitors are interested in career information, and the site is used more intensively in populated areas and in immigrant and ethnic communities
@GoArmy's Twitter is a good source for building awareness of Army culture, but the platform is less effective in producing contracts
GoArmy's Facebook page has an audience made up of the general public, soldiers, veterans, military families, and potential recruits
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摘要 | As the U.S. population has increasingly adopted social media platforms, the U.S. Army has established its own recruiting website and social media accounts to facilitate communication and interaction with potential recruits, family members, and friends. While the growth in social media use has expanded the options available for Army recruiting, it also raises questions as to how the Army can best leverage technology to improve the effectiveness of its recruiting and the ways it connects with youth. The Army Marketing and Research Group (AMRG) asked RAND Arroyo Center to examine these issues and to develop strategies and recommendations. ,Given the advances in the use of technology, our goal in this report is to analyze several online and social media platforms used by the Army, in particular GoArmy.com (the Army's main recruiting and outreach webpage) and the Facebook and Twitter accounts maintained by AMRG. We focus on these three platforms because they are used by AMRG as its primary means of communication and outreach. We analyze various measures to understand if and how potential recruits and others are engaging with these platforms. We also present information about the likely outcomes of the Army's technology-based outreach efforts. |
目录 |
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主题 | The Internet ; Military Recruitment ; Social Media Analysis ; United States Army |
URL | https://www.rand.org/pubs/research_reports/RR2686.html |
来源智库 | RAND Corporation (United States) |
引用统计 | |
资源类型 | 智库出版物 |
条目标识符 | http://119.78.100.153/handle/2XGU8XDN/523806 |
推荐引用方式 GB/T 7714 | Jennie W. Wenger,Heather Krull,Elizabeth Bodine-Baron,et al. Social Media and the Army: Implications for Outreach and Recruiting. 2019. |
条目包含的文件 | ||||||
文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
RAND_RR2686.pdf(4317KB) | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
1559568163519.jpg(7KB) | 智库出版物 | 限制开放 | CC BY-NC-SA | ![]() 浏览 |
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