The US Army raised some eyebrows a few years ago when it released its own video game in an attempt to turn gamers into new recruits. While the effectiveness of the move is debateable, it does show that the military has some understanding it's got to reach out to young people in new ways, in places and activities where they spend their time. It's hardly surprising, then, to see the Marines on MySpace, where its profile has attracted more than 12,000 friends. Plenty of advertisers have taken similar steps, getting users to buddy up to their brands in social-networking sites, so it's not as if this is uncharted territory. But just as questions remain about the effectiveness of advertising on social-networking sites, it's not clear just how well the MySpace recruiting is going for the Marines: despite attracting all those friends, just 430 people have contacted a recruiter through the site in 5 months, with just 170 of them considered prospective recruits.
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