The United States Marine Corps (USMC) has established a strong and systematic social media presence. Across all platforms, they know their audience and are engaging with that audience. They understand the functionality and purpose of each platform, and they have a consistent format that suits the platform. Instead of posting the same content across them all, they post plentiful, well-planned content unique to each platform. This is no accident, but instead, the work of informed public affairs, social media experts and communication strategists that have curated and maintained these platforms for many years to stay relevant with the times and with their audience.
Their current structure across all platforms is to post a photograph with a short caption and post a longer description underneath that generally covers the who, what, where, why, when and how. This strategy gets users' attention and makes them want to click the link to see more. Click through to read more about each individual platform strategy.
Although their Facebook, Twitter, Instagram, YouTube and Pinterest platforms are all updated regularly, their Flickr feed isn't as up-to-date as the others. It is unclear whether this is because Flickr's following is diminishing or a lack of resources, but it reflects the current social media atmosphere.
It takes considerable human resources to populate so many platforms and engage with the audience but your level of engagement will drive your success. Spend some time unlocking what users want, and what they respond to. Post plentiful, well-planned content unique to each platform and your users will reward you with loyalty.