Earlier this year, the Army established an online and social media division within its public affairs office. The division's director, Lt. Col. Kevin Arata, said the search is on every day to find new avenues online to reach not only soldiers, but their families and the general public.

"We know that's where they are, and we need to go to them," Arata said.

The Army recently launched its own Facebook page, which contains much the same information as its official Web site.

Lindy Kyzer, who updates the site, along with the Army's Twitter feed and blog, says the networking sites add a different dimension: chat.

"We really try to make it an open forum," Kyzer said, adding that negative posts are not removed. The Army has deleted some comments it deemed not "family friendly."

"Everyone has an opinion and it's amazing that the Army is showing both sides," said Danny Andazola, a 24-year-old Army reservist from Denver who has posted on the Facebook page. "When younger people see comments from both sides, it can easily help them decide if the Army culture is for them."

The Coast Guard also maintains a presence online.

Adm. Thad Allen, Coast Guard commandant, routinely updates his Facebook status from his cell phone while traveling. He also posts video blogs from overseas, said a spokesman, Lt. Tony Migliorini.

The services' presence beyond their Web sites represents what Arata called a "culture shift."

"I'm sure there was the same pushback years ago when somebody invented the telephone. 'Ooh, you can't talk there because somebody might hear you.' Well, that's the whole point. We want people to hear us."

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Editor:Yang Jie