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Defense Contractors: Pros & Cons Of Social Media Platforms

Are you struggling with which social media platforms are best for your aerospace & defense firm? You don't need to be on all of them. Just the right ones. 

defense industry social media

In the first-ever analysis of the defense industry’s use of social media by UK-based DefenceIQ, 62% of respondents “believe that it is very important, if not critical, that defence contractors improve their online and social media presence…”

DefenceIQ Social Media Study Figure 3

In the study's exploration of the pros and cons of defense contractors using social media, the pros included brand awareness, recruiting, establishing expertise and building relationships with journalists and the media.

benefits of social media for defense contractors

The primary cons of defense contractors using social media included operational security issues and a lack of understanding of how best to use it.

disadvatages of social media for defense contractors

For those defense contractors looking to increase their use and understanding of social media, the whole undertaking can seem intimidating. The number of social media platforms continues to grow, with new features introduced every month. And the question of which social media to use is often asked.

One of the best means of determining which social media platform to use is based on one question:

Who do we most want to reach?

This deals with your buyer persona. A buyer persona is an archetype of your ideal customer. According to Adele Revella of Buyer Persona Institute, "Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market."

Once you've determined who you really need to reach, the selection of which social media platforms becomes easier. Start with the social media platforms your buyer persona uses the most. Think of it like being on an African safari. You don't want to chase your prey for miles, you want to wait at their favorite watering holes.

A clear understanding of who you're trying reach can help your firm avoid random acts of marketing and instead focus on social media marketing activities that support your business development goals.

To  assess the pros and cons of the different social media platforms, Adobe's CMO.com's "CMO's Guide To The Social Landscape" is an excellent place to start the process (or review your current situation).  Each social media platform is evaluated by four key criteria: SEO, brand awareness, customer communication, and traffic generation, with performance compared with the past two years (except in cases where the platform was not previously included).

Just click on the infographic, below, to download a printable PDF version.


The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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