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Download the 2019 ARNG Social Media Guidebook!



Created in 2009, the State Social Media Program was developed to educate, train, launch, and support new social media channels like Facebook and Twitter. The social media program helps states overcome obstacles. It turns conversations into potential recruiting leads. 

The State Social Media Program will focus on:

  • Defining goals and priority audiences
  • Best practices
  • Strategic content development
  • Execution
  • Engagement and lead nurturing
  • Measurement and evaluation
  • Trends

Military recruiting shows that Service’s digital platforms should be tailored for specific audiences and purposes rather than providing broad message appeal. Our social media message should not be aimed at a mass audience. It should target a specific type of person or group. People want to read content that relates to their daily life. How will joining change my life? How do I prepare? Will my family support me?” If we say the average recruit, we’re talking about a mass audience.

Although there is no “one-size-fits-all” strategy that can be applied across 54 states and territories, one thing remains constant — the need to make mission. This social media guide is written to assist your efforts and make recruiting central to your social media plans.