Leading Through the Lens: Strategic Communication in the Social Media Age

The modern battlefield extends beyond physical terrain; it encompasses the information environment. For Infantry and Armor leaders, a nuanced understanding of social media and its impact is no longer a supplementary skill, but a critical component of effective leadership. It’s a dynamic landscape where perceptions are shaped, narratives unfold, and trust is either cultivated or eroded. This article explores the importance of strategic communication, both formal and informal, in the social media age, focusing on how leaders can leverage these platforms to effectively communicate their unit’s story, maintain public trust, and reinforce the core tenets of lethality, readiness, warfighting, and the warrior ethos — the very qualities that make the “tip of the spear” so effective and drive recruiting success as we continue to celebrate the Army’s 250th birthday.

As a Soldier, you are a direct representative of the U.S. Army and your branch. Your actions and words, especially in the public eye, contribute to the broader perception of the Army. Effective media engagement, both traditional and social, allows you to shape the narrative, proactively telling your unit’s story. This includes highlighting training exercises that hone our lethality and readiness, deployments that demonstrate our warfighting capabilities, community engagement that strengthens the bond with the American people, and even glimpses into the daily lives of your Soldiers, showcasing the warrior ethos in action. Don’t let others define your narrative, especially when it comes to the crucial role Infantry and Armor play in our nation’s defense. This is particularly important as we commemorate the Army’s 250th anniversary, a testament to our enduring commitment to defending the nation. Open and honest communication fosters trust with the public and strengthens the bond between the Army and the communities it serves, including the families of your Soldiers. Furthermore, effective media engagement helps mitigate misinformation, rapidly addressing inaccurate or misleading information that can spread quickly through social media and traditional news outlets, potentially impacting morale and operational security. Finally, your media interactions should always align with the command’s communication strategy and reinforce the overall message, supporting the chain of command and ensuring unity of effort.

While social media interactions are common, formal media engagements require a different approach and careful preparation. When dealing with traditional media, it’s crucial to know your audience. Think about the specific outlet and who they’re trying to reach. For instance, explaining how a new armored vehicle enhances our lethality will likely sound very different in a defense industry publication compared to your local news. Above all, stick to the facts. Accuracy is paramount, so ensure every piece of information you share is verifiable; speculation has no place here. In the dynamic world of infantry and armor operations, rumors and misinformation can spread like wildfire, making your clear and accurate communication essential.

To keep things focused, prepare key talking points about your unit’s mission and training, and stick to them. It’s perfectly fine to say, “I’m not the right person to answer that, but I can connect you with someone who is,” if a question falls outside your expertise. And always maintain a professional and respectful demeanor, even in challenging situations. Avoid military jargon and explain complex concepts in plain language. For example, describe the role of a tank platoon in a combined arms maneuver without assuming the reporter has a detailed understanding of tactical operations. Finally, and this is critical, coordinate with Public Affairs. If you anticipate or receive a media inquiry, notify your chain of command and your installation’s Public Affairs Office (PAO) immediately. They’re your best resource for guidance and support.

Social media presents its own set of unique challenges and opportunities. When engaging informally on these platforms, remember to think before you post. Consider the potential impact of your words. Even on personal accounts, your posts can be seen as reflecting on the Army and your branch. Make sure you’re familiar with Army regulations regarding social media use, paying close attention to those concerning operational security and the release of sensitive information. Avoid posting images or videos that might compromise ongoing operations, reveal sensitive equipment details, or give away unit locations. Strive to be authentic but always maintain a professional tone. Avoid controversial or inflammatory posts that could reflect poorly on the Army or your unit. And if you choose to participate in online discussions, do so respectfully. Steer clear of arguments and personal attacks. Remember, your installation PAO is a valuable resource. They can provide guidance on social media best practices and help you navigate difficult situations, especially when balancing your personal expression with the Army’s needs.

Every interaction — large or small, online or off — shapes public perception of the Army, especially its Infantry and Armor branches. As a leader, you are a key storyteller, and your ability to engage effectively with the media is crucial for accurately conveying our history, present capabilities, and future readiness. This accurate portrayal is essential for maintaining the public trust that underpins our all-volunteer force as we celebrate 250 years of service. Remember, you carry the legacy of your branches forward. Your communication matters. Use it wisely, not only for the success of your current command but also to ensure continued respect and support for future generations of Infantry Soldiers. In today’s social media age, understanding the power of strategic communication allows you to build trust, shape public perception, and lead effectively in the digital domain. Your digital footprint, like your actions in the physical world, reflects your leadership and the time-honored values that have sustained the Army for generations, ensuring our story of lethality, readiness, warfighting, and the warrior ethos resonates for the next 250 years and beyond.

CPT Stephanie Snyder currently serves as a public affairs officer in the Maneuver Center of Excellence Public Affairs Office at Fort Benning, GA. She enlisted in the Army in 2010 and served as a combat medic, team leader, personal security detail senior medic, and 44th Medical Brigade Command Suite NCOIC. After commissioning, CPT Snyder served as a fire support officer (FSO) attached to B Troop, 2nd Squadron, 14th Cavalry Regiment; brigade assistant FSO for 2nd Brigade, 25th Infantry Division; commander of A Company, 2nd Battalion, 58th Infantry Regiment; and operations officer in charge for 2-58 IN. She earned a bachelor’s degree in biology from the University of South Carolina and a master’s degree in higher education administration from the University of Louisville.

This article appears in the Fall 2025 issue of Infantry. Read more articles from the professional bulletin of the U.S. Army Infantry at https://www.benning.army.mil/Infantry/Magazine/ or https://www.lineofdeparture.army.mil/Journals/Infantry/.

As with all Infantry articles, the views herein are those of the authors and not necessarily those of the Department of Defense or any element of it.