USO boosts Facebook presence through partnerships, promotions

Partnerships with Gillette and Universal Pictures have paid off for the military support organization in donations and higher visibility on the social network.

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When Peter Berg, the director of the new “Battleship” movie based on the classic board game, decided to cast real veterans in his film, the film studio made some unexpected connections.

It just so happened that one of those extras had also been in a USO public-service announcement. Through that, the USO and Universal Pictures forged a partnership that led to the “Battleship”-sponsored “Real Heroes” tab on the USO’s Facebook page, which launched on Veterans Day.

“We’re kind of highlighting each other, building buzz for each other,” says Vyqué Elessar, director of new media for the USO.

Though the military support organization is most closely associated with entertainment—specifically, sending performers abroad to entertain troops—its partnerships aren’t solely with entertainment companies such as Universal. And the organization is working hard to establish its own presence on Facebook, too.

Facebook friendships

The USO has had its own Facebook page for about two years now, but it’s also had a large presence elsewhere on the social media site.

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