Brand managers can’t control the conversations they start on social media.
The Army wanted to engage with Americans—and promote authenticity in its Twitter feed—by asking for stories about service and the military’s impact in their lives. What it got was an outpouring of pain and suffering as veterans and their families shared how the trauma of war had shaped their experience.
The discourse started with a video featuring a solider sharing why being in the military has been great for him and his family.
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