Download our DoW Brief

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What you will find in the report: 

• What really happens when the US military posts to social media? Our new impact report analyzes 6.6K posts from 54 Department of War and US military accounts (Feb–May 2026), spanning 20M+ engagements and 7.1B impressions across social media. By every standard dashboard, the ecosystem is thriving. But entrenchment analysis, audience segmentation and network mapping tell a very different story about where that influence is actually landing.

• A loyal base that vanished in three weeks. Something happened in mid-March that caused the military's most committed audience segment to collapse — not gradually, but almost overnight, from over a third of weekly activity to near zero. And the obvious fix won't bring them back. We explain why.

• The most powerful DoW account is also the most exposed. One military command outranks Reuters, CNN, the BBC and the WSJ in the Iran war conversation, beating Reuters 2.5x and CNN 9x. But the very thing that gives it that reach doubles as its biggest structural vulnerability.

• Reach and loyalty are pulling in opposite directions. The accounts winning the most new audiences aren't building any loyalty, and the ones with a committed core aren't growing. No account, and no content type, manages to do both, which has real implications for how the strategy should be segmented.

• A network map that reveals who's really shaping the conversation. Plot the entire Iran war discourse as a behavioral network and the US military doesn't sit where you'd expect, wedged between five rival communities, reaching audiences through intermediaries who may be reframing the message as they amplify it.

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