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"On Twitter, a JetBlue rep asked me to Direct Message (DM) them my confirmation number. Once I did, 18 short minutes later they had not only replied via DM that the flight had been re-booked to my new specifications, the confirmation email had already hit my email inbox. In less than 140 characters - easiest flight rebooking ever!"

The Army has a well-established history of using television commercials to reach possible recruits. The Times quotes the simply impossibly named Lt. Gen. Benjamin C. Freakley on the motivation for the new direction in recruiting. "We're working hard to increase our social media. We fully recognize that young people TiVo over commercials or are multitasking on their smartphones when the commercials come on...We have to reach out in forms like we're discussing to get them to want to know more, to join us in social media and extend the dialog." The branding message remains consistent, if not terribly clear to me: "Army Strong." It plays out across a number of properties, including a website, Army Strong Stories, and a Go Army Facebook page (complete with exclusive X-Men movie footage).