The Use of Social Media to Maximize Energy Performance in the United States Marine Corps

Abstract

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.

Open PDF

Document Details

Document Type
Technical Report
Publication Date
Jun 01, 2014
Accession Number
ADA608016

Entities

People

  • Donald M. Mcintyre
  • Matthew B. Reed
  • Nomer I. Gatchalian

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Biomedical
  • Energy and Power Technologies

DTIC Thesaurus Topics

  • Business Administration
  • Climate Change Adaptation
  • Communication Channels
  • Electronic Mail
  • Energy Conservation
  • Human Behavior
  • Information Systems
  • Internet
  • Online Communications
  • Organizational Structure
  • Social Media
  • Social Networking Services
  • Social Networks
  • United States
  • United States European Command
  • United States Southern Command
  • Video Teleconferencing

Fields of Study

  • Psychology

Readers

  • Agent-Based Social Robotics and Mobile-Assisted Learning in Virtual Environments.
  • Maritime Combat Support and Expeditionary Logistics.
  • Theoretical Analysis.