Social media allows a leader to communicate directly with a large number of individuals while simultaneously retaining a one-on-one tone. But this takes commitment, a plan and follow-up. An effective social media presence is about daily interactions, commenting on responses, and conducting scheduled analysis of efforts. Some of the U.S. Army’s highest-ranking leaders have tapped into social media platforms to communicate and connect with the population at large. By reaching out through social media, U.S. Army leaders are engaging with a new population of individuals who scour social media platforms for news rather than traditional media outlets. Social media helps bring the news to the user. Remember to be authentic, post regularly, post relevant content, use photos and videos, and use a mix of native and shared content.