After launching a new commercial advertising campaign last month, the Marine Corps could soon revamp the way it uses Twitter to court potential Marines recruits.

Marine Corps Recruiting Command has Recruiting stations across the country, not to mention the Corps altogether — including its various expeditionary forces and individual units — long have boasted a presence on social media. Marines running recruiting stations' ose accounts usually push out information about the service and its benefits, as well as some local flavor.

But they could count start doing a lot more at seems poised to change. SocialSphere Inc., of Cambridge, Massachusetts, is planning Marine Corps Recruiting Command's' new social media strategy. And that battle plan includes more engagement, according to the Boston Globe.

While the company's CEO did not respond to repeated requests from Marine Corps Times, he told the Globe that his digital strategy rested heavily on social media outreach. For example, Marines might start That means tweeting congratulatory messages to a high school football captain after a win, along with encouragement for being an active citizen.

Marine Corps Recruiting Command confirmed that Twitter would become — and to an extent remain — a tool in bringing in potential poolees.

"Marine recruiters throughout the country engage with prospective applicants via social media as one of many tools and activities to initiate contact, gain sufficient information for follow-up conversations, or schedule an appointment," said wrote Master Sgt. Bryce Piper, a MCRC spokesman in an email. "MCRC's integrated social media program is still developing, but even now it enables our national level platforms to help inform recruiters of great opportunities and information to share with their prospects and other contacts."

SocialSphere is collaborating with J. Walter Thompson, a multinational advertising company with long ties to the Marine Corps. For nearly 70 years, the firm has served the Corps, molding its image in the public mind. It recently won a major, multi-year contract to continue working with the service.

The firm's latest campaigns included the newly launched cycle of television and online commercials as well as the popular "Toward the Sounds of Chaos" advertising blitz. Recruiting officials said they placed their trust in J. Walter Thompson when it comes to aspects like social media.

Piper Corps officials said the advertising firm has relied on SocialSphere since 2008.

"As the goals, character and temperaments of young men and women shift over time, the feedback provided through market research has proven invaluable," said Piper he said. "The guidance and feedback provided will continue to help mold and shape our messages to the public."

While J. Walter Thompson and SocialSphere are running the show, the Corps maintains a presence in the background. For instance, individual Twitter accounts will remain in the hands of Marines, Piper said.

There is no success or failure rate for this new approach. The goal remains the same, Piper said: recruiting young people interested in serving their country.

"Our marketing and advertising paradigm has traditionally focused and continues to focus on the intangible benefits of being a Marine," Piper said. "Hence, men and women who seek out our recruiters for more information are looking for something more than a paycheck or job skills."

Email: dperkins@marinecorpstimes.com

Twitter: @DerrickTPerkins

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