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Taking social media efforts out of this world

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National Aeronautics and Space Administration

Stephanie Schierholz, Office of Communications

http://www.nasa.gov/connect

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Achieving Escape Velocity

• Use your organization's star employees to provide a personal perspective

• Adjust your communication strategies and tactics to incorporate and effectively use social media to communicate real-time activities

• Find and connect with your fan base and bring them into a community

• Enable and encourage interaction with your followers

• Host an out of this world Tweetup (even if you don't have a space shuttle)


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Social Media Opportunities at NASA

Social media tools allow NASA to:

• TELL our own story (without a filter)

• Listen, respond and INTERACT with followers

• Build a community of advocates through

ENGAGEMENT


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Incorporating Social Media

• Just do it. Don’t waste any more time.

• You learn by doing.

• Look for those who are doing it well and see what you can copy and apply.

• Social media is most effective during a crisis, but you must have a presence before the crisis hits.

• At NASA, the social media function is a good fit in our existing Office of Communications.


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Social Media Foundation at NASA

According to the National Aeronautics and Space Act:

• Sec. 203. (a) The Administration, in order to carry out the purpose of this Act, shall—– (3) provide for the widest practicable and

appropriate dissemination of information concerning its activities and the results thereof


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Social Media Challenges at NASABureaucracy

24/7 in a 9 to 5 work world

Lack of Resources

Noise

Inaccuracy spreads quickly

No rules

Keeping up with the NEW


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Find and Connect with your Fans

NASA Blogs

NASA blogs give website visitors perspectives from all over the agency – from the NASA administrator to the web team “Behind the Page”

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http://www.nasa.gov/blogs

NASA and TwitterNational Aeronautics and Space Administration

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http://www.twitter.com/NASA

Beginnings…• May 2008 - JPL’s Veronica

McGregor, tweeting as the @MarsPhoenix Lander

• 3rd most popular Twitter account - ~75,000 followers

• 2009 - @NASA, ~1,000 followers

Today…• 110+ NASA Twitter

accounts• 801,221 followers• 20+ astronauts on Twitter,

including @Astro_Mikewith 1.27 million followers

First Tweet from SpaceNational Aeronautics and Space Administration

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@NASA/astronauts

@NASA_Astronauts

@Astro_Mike

@Astro_127

@Astro_Jose - retired

@Astro_Sandy

@Astro_Tim

@Astro_Nicole

@StationCDRKelly

@ShuttleCDRKelly

@Astro_Jeff

@Astro_Flow

@Astro_Bones / @ZeroG_MD

@Astro_Wheels

@Astro_Soichi

@Astro_Naoko

@Astro_Clay

@Astro_Nicholas

@Astro_Cady

@Astro_TJ

@Astro_Ron

@Astro_Taz

@Astro_Box

@AstroIronMike

@Astro_Paulo

Tweeting from space now:

@Astro_Cady@StationCDRKelly

@Astro_Paolo

http://twitter.com/astro_mike/status/1777093627

First Live Tweet from SpaceNational Aeronautics and Space Administration

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@NASA/astronauts

@NASA_Astronauts

@Astro_Mike

@Astro_127

@Astro_Jose - retired

@Astro_Sandy

@Astro_Tim

@Astro_Nicole

@StationCDRKelly

@ShuttleCDRKelly

@Astro_Jeff

@Astro_Flow

@Astro_Wheels

@Astro_Soichi

@Astro_Naoko

@Astro_Clay

@Astro_Nicholas

@Astro_Cady

@Astro_Bones / @ZeroG_MD

@Astro_TJ

@Astro_Ron

@Astro_Taz

@Astro_Box

@AstroIronMike

@Astro_Paulo

Tweeting from space now:

@Astro_Cady@StationCDRKelly

@Astro_Paolo

http://twitter.com/astro_tj/status/8062317551

NASA Televison

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http://www.nasa.gov/ntv

http://www.youtube.com/NASATelevision

NASA.gov to go

Mobile version of nasa.gov HTML 5 videos on your mobile

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http://mobile.nasa.gov

A picture is worth…

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http://www.flickr.com/photos/nasahqphoto

Do you “like” NASA?

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http://www.facebook.com/NASA

297,600 “likes”

National Aeronautics and Space Administration NASA + Gowalla: Search for the Moon Rocks

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http://www.nasa.gov/connect/gowalla.html

http://www.gowalla.com/NASA

Discover NASA with FoursquareNational Aeronautics and Space Administration

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http://www.foursquare.com/NASA

http://www.nasa.gov/connect/foursquare.html

Discover NASA with Foursquare

• Play video:

http://www.nasa.gov/multimedia/videogallery/index.html?media_id=22022681

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http://www.foursquare.com/NASA

http://www.nasa.gov/connect/foursquare.html




NASA Apps

NASA App (iPhone, iPad)

NASA Spinoff (Android)

Space Weather Media Viewer (iPhone, iPad)

3D Sun (iPhone, iPad)

Lunar Electric Rover Simulator

NASA Images

Space Images

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http://www.nasa.gov/apps

New!

Enable and encourage interaction

• Remember that social media is a conversation –

spend as much time listening as you do speaking.

• Provide GREAT content that will get people talking.

• If you start a conversation, participate in it;

don’t start it and walk away.

• Ask for and enable feedback – respond to mentions on Twitter, comments on blogs, Facebook, etc.


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Chat with NASA

Dec. 21, 12-5 a.m. ET

Chat room at capacity (250) within 5 minutes until 4:30 a.m.

3,208 questions received, 2,393 answered

Total of 3,174 chat participants

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http://www.nasa.gov/connect/chat

Make it easy to share

• Tweet the title of the story and URL

• “Like" the story on your Facebook profile

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http://www.nasa.gov/news

Share NASA videos tooNational Aeronautics and Space Administration

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http://www.nasa.gov/videos

Switch to a new player in 2010 (VMIX) that emulates YouTube has made our videos much more popular

1,500 videos online = about 7.4 million plays in 2010

Create a Community:Host an out of this world Tweetup

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http://www.nasa.gov/tweetup

What is a NASA Tweetup?

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NASA Tweetups are in person…

Bring together

people who follow

@NASA



Tweeps Come from Far and Wide…

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NASA Tweetups are virtual and online…


Enabling and encouraging interaction with their followers


Follow along at buzzroom.nasa.govNational Aeronautics and Space Administration

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Same hashtag: #NASATweetup

Same account: @NASATweetup

How does the community find each other?

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http://buzzroom.nasa.gov

Successful Tweetups arespecial and memorableProvide unique or exclusive:

Information

Speakers

Access

Setting

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Successful Tweetups rock logistics Short (sessions)

Connected (WiFi)

Interactive

Powered

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NASA Tweetup MilestonesJan. 2009 – 1st Tweetup

Feb. 2011 – 15th Tweetup

• Live downlink with International Space Station

• 3 Tweetups at space shuttle launches

• 6/10 NASA centers

• World Science Festival

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Out of this World: Moving people from…

Fans, Followers, Consumers

ADVOCATES, EVANGELISTS,

CREATORS, COLLABORATORS

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Foster the community

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But don’t own the community

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“You may not have a spaceship, but your company has a fan base. They won't think of themselves as fans until they're in a room with like-minded people. They won't think of themselves as members of a community until

YOU bring them together.”

- David Rosen, @davidhrosen

(group VP, Makovsky + Company)

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Provide a Personal Perspective

• Anthropomorphized accounts like @MarsPhoenix

• Personal/professional accounts: @Lori_Garver + @Astro_Wheels

• Personalize your interactions:

– Be human in your posts – if you screw up, admit it and apologize.

– Don’t be afraid of emoticons, but use them sparingly.

– Emotive words work well for NASA: “whew” “cool” “embarrassed”


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Your Title Here 40


Download - Nasaandsocialmedia ragan-110510134620-phpapp02

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