The use of social media to maximize energy performance in the United States Marine Corps

• Main Authors: Reed, Matthew B., McIntyre, Donald M., Gatchalian, Nomer I.
• Other Authors: Aten, Kathryn
• Published: Monterey, California: Naval Postgraduate School 2014
• Online Access: http://hdl.handle.net/10945/42710

Approved for public release; distribution is unlimited === This research identified social media strategies that could be useful for influencing energy consumption behavior in the United States Marine Corps. We reviewed literature on social learning and media choice that allowed us to develop a media fit/social learning interaction framework for analysis purposes. Using this framework, we conducted a comparative case analysis of eight social media campaigns that varied on factors such as organization structure/culture, program goal, program audience, media used, and program outcome. Results from our analysis show the primary influencers of successful social media campaigns, recommendation(s) for an E2O social media strategy, and a process model explaining how social media can influence behavior change.