The Application of Social and Viral Marketing and the Management of Social Networks to Promote the European Defence Conscience

Abstract

During the last two decades, the EU’s political-military external influence has been increasing. However, the crisis in the Ukraine, the emergence of jihadist terrorism, the inadequate management of the migration problem, the departure of the UK, the proliferation of Euroscepticism, and the reappearance of ultra-nationalism are some of the problems that show its weakness in general and in terms of defence and security. In order to renew the political impulse to build Europe, as a necessary condition, it is essential to strengthen the European identity in general and the previous construction of a European Defence Conscience. The methodologies that are considered essential to achieve these objectives are the strategic management of the social image and the communication, especially in an increasingly technological and hyper-connected environment. The application of the social and viral marketing and the social network management should be its main instruments of action. In order to renew the political impulse to build Europe with adequate capabilities for its defence, it is essential to strengthen the European identity in general and the construction of a European Defence Conscience through the socio-political construction of the European Identity of Defence and Security. These targets require to design and implement an ambitious strategic plan of social and viral marketing, which would be led by the European Commission and developed by all EU Member States.