Marketing lessons from the military's counterinsurgency manual

09/6/2011 | Advertising Age (tiered subscription model)

"Counterinsurgency," a field manual used by the U.S. Army and Marine Corps, should be required reading for any social media marketer, writes Jonathan R. Copulsky. Many of the principles of counterinsurgency -- things such as using unconventional weapons, or building elaborate early-warning systems -- can be applied directly to social media marketing. "Given the proliferation of intentional and unintentional acts of brand sabotage, learning from America's counter-insurgent operatives may be the best first step," Copulsky writes.

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