The Army is effectively using social-media platforms to reach potential new recruits, according to a white paper published by the RAND Corporation. Nevertheless, the service would benefit by garnering more information about how young people are using its platforms on Facebook, Twitter, its GoArmy.com site and elsewhere, the report stated.
Even though the number of Go.Army.com users is small, the researchers found that visitors “positively correlated with [enlistment] contracts.”
The site tends to draw more heavily from densely populated areas and those with high proportions of minority groups and immigrants as well. They found that the GoArmy Twitter account was less effective in producing contracts, while its Facebook page has “substantial potential for creating a positive image of an Army career for precisely the people who are in a position to influence potential recruits.”