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For many people, Noah Galloway has become a household name. Through his outgoing attitude and proactive use of social media, the retired US Army Sergeant has been omnipresent. From his third place stint on season 20 of “Dancing With The Stars” to his appearance on the cover of Men’s Health magazine as their “Ultimate Guy” of 2014, he has solidified his place in the social stratosphere.

His Instagram account has more than 204k followers, his official Facebook over 100k, and his Twitter 40k. As a personal trainer and motivational speaker, his public image is an asset which demands consistent investment. His name and unflappable reputation have incited brand ambassadorship for products such as MANKIND cologne and Armitron, the brand of watch he wore during his second deployment to Iraq.

Stand out from the crowd. Every brand has something unique that sets it apart from the rest. Galloway found success in using it as a means of attracting the audience’s eye. His prominence in social media had humble and seemingly unintentional beginnings. In May 2012, an observer at a Tough Mudder event snapped an image of participants scaling the Mount Everest obstacle. Decked out in US Army multi-cam trousers and complimented by full-face gas masks, their individual identities were obscured; the strong suggestion of their military affiliation, however, was not. Neither were the missing limbs of one participant — Noah Galloway — nor the solidarity of their teamwork at completing what would’ve been, alone, truly insurmountable obstacles.

Galloway’s social media content extends beyond hobbies and public appearances: he shares images of himself and his family that personalize his plight and make it easy for followers to sympathize and empathize with his day-to-day struggles. “We all have challenges,” Galloway said when blogging about his recovery. “Our injuries are different but they are never a good excuse.”

His #NoExcusesNoah tagline embodies his determination and perseverance, qualities that inspire others from various walks of life, be they civilians, fellow veterans, amputees, or walking wounded. “You can achieve anything if you’re willing to put in the time and effort,” he commented on an Instagram photo. Galloway writes that “telling someone to be healthier is like spitting into the wind. It takes showing them that anything is possible; that changes lives.”

Be prepared to invest. Social media requires time, effort, and engagement to realize profit and return. For Galloway, the best combination blends event appearances with a steady stream of regular updates on social media outlets.

Throughout those early years, Galloway’s increased involvement in Crossfit competitions and extreme sports garnered sponsorships from sport supplement companies to complement his high profile involvement with Biotech Industries, the prosthetic service that developed jointed lower leg devices to meet his demanding needs.

Combined with an expanded presence on social media, Galloway’s involvement with the non-profit veteran charity organization formerly known as Team X-Treme and rebranded as Operation Enduring Warrior (OEW) in 2013 helped propel him into the public eye. The charity complimented Galloway’s social media methods with engagement of its supporters through a Community Ambassadors program and its own prominent social media presence. He also participated in various other competitive races, including a 58-hour finish of the 2013 Death Race. All his activities and engagements were vibrantly chronicled through social media. In addition to inspiring his followers and fans, his striking profile and resilience caught the attention of a variety of reporters.

Engage on a personal level. When it comes to maintaining that audience, engagement must reach beyond the institutional and impersonal. While it’s imperative to Galloway’s reputation to remain above controversy on social media, his best results are found through his personal and engaging format, and the pain and struggles he has in common with the audience. In May and June of 2014, he put that power to the test during the Men’s Health Ultimate Guy contest, where ranking is attained from votes garnered.

As a combat veteran and amputee, Galloway’s presence on social media thrust the plight of a generation of military personnel back into the public’s awareness. Witnessing his struggles and victories, regardless of whether he donned the OEW charity attire and mask, endeared him to everyone. His public image gives a face to thousands of veterans who’ve returned home injured. He creates a level of emotional engagement that impassions his fans to contribute their time and money to the charities he champions.

“I want to share my adventures, my triumphs,” Galloway said in a blog post early in his social media forays. “And because they are always inevitable I want to share my failures and what I learn from them. I want to motivate others to get off the couch and start living their lives. I want to encourage you to not wait until a horrible accident leaves you thinking, ‘Why didn’t I use what I had when I had it?’”

Give back. Whether it’s to the local community, or to a nationally or internationally acclaimed charitable organization, a company’s philanthropic engagement with investing back into its consumers goes a long way to strengthening the ethos of a brand and creating personable engagement. Thorough vetting of recipient organizations is crucial; on every level, the organization chosen should meet or exceed the ethical standards of the company and its brand.

Noah Galloway has repeatedly shown himself a force to be reckoned with. Just as he lends his strength to others with generosity and a charming smile, he flexes his social media clout and makes it work for the causes and people he cares about. He’s evolved from the athlete and soldier he was before his injury into an iconic social media asset – largely through optimizing the impressive, far-reaching potential of social media tools.