In the modern era, one of the largest players in wide scale geopolitical engagements is the Department of Defense (DoD). With almost 2.9 million employees around the world, the DoD’s scope and influence should not be understated. The Department of Defense is a component of the executive branch of the federal government, with a budget over $700 billion annually and operating in over 160 countries, established to implement organizational control over the United States Armed Forces. This organization operates to deliver the defense needs that the American public demand, and ensure safety and security for the country and its allies.
The organization’s digital communication effort can be analyzed through three effective mediums: The DoD’s website, the DoD’s Facebook, and the DoD’s Twitter Page. The Department of Defense incorporates a significant spread of websites in their purview, have 58.7 million visits across their network in the last 90 days. In the last 30 days, almost 3 million of the views went to the DoD’s organizational websites.
Comparatively, the DoD’s Twitter page carries 5.8 million followers, and has tweeted over 25,000 times, and the DoD’s Facebook page has only 1.6 million likes, with a 2% engagement rate.
These metrics help build an underlying framework for understanding the reception of the DoD’s established brand and messaging. With a prioritization clearly established for engagement through the web domain, the messaging has a consistent and high response rate from website traffic, with a high diversity in subdomain exploration. Comparatively, this presents the assumption that less resources are being directed towards Facebook and Twitter management, which would explain the lower reception rates for each of those platforms.
Given these data points, the media engagement strategy as presented looks heavily focused on web domains, which is garnering consistent success in page views and reception, and less of a focus on social media channels, primarily due to the lack of response that they garner in direct engagement. Due to the information presented, if the strategy is to focus on web domain interaction, then I think it is successful.
References
Dept of Defense. (2019, June 23). Retrieved June 23, 2019, from https://analytics.usa.gov/defense/
Our Story. (n.d.). Retrieved June 23, 2019, from https://www.defense.gov/Our-Story/
U.S. Dept of Defense. (2019, June 23). Retrieved June 23, 2019, from https://foller.me/deptofdefense
US Department of Defense (DoD). (2019, June 23). Retrieved June 23, 2019, from https://likealyzer.com/report/deptofdefense
Game Theory and Geopolitics 