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Implications for Outreach and Recruiting
出版RAND Corporation, 2019
URLhttp://books.google.com.hk/books?id=GUpy0AEACAAJ&hl=&source=gbs_api
註釋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.