Branding the Military with Social Media

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Despite recent coverage of major organizations backing away from social media, avoiding it like the plague, there is some hope. The Air Force, not necessarily the first group you'd think of when it comes to online innovation (although many other types of innovation do come to mind), is fully embracing social networks, Twitter, and other online tools to build its brand and connect with servicemen, servicewomen, and citizens.

Despite recent coverage of major organizations backing away from social media, avoiding it like the plague, there is some hope. The Air Force, not necessarily the first group you'd think of when it comes to online innovation (although many other types of innovation do come to mind), is fully embracing social networks, Twitter, and other online tools to build its brand and connect with servicemen, servicewomen, and citizens.While the NFL, NCAA, and Marine Corps have all effectively banned social media for fear it will dilute their brand (or threaten national security), the Air Force is effectively using all available tools to track sentiment, promote itself, and analyze shortcomings.

I was unable to reach Paul Bove, the USAF media strategist quoted in this story, but he is active on nearly all forms of social media and seems front and center in the organizations' efforts.

Do you think other large organizations could learn from the USAF's example? Certainly if they can cut through bureaucracy and effectively utilize social media, any company can.

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