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Social Media at NASA
National Aeronautics and Space Administration
John Yembrick and Jason Townsend, Office of Communications
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Social Media Foundation at NASAAccording to the National Aeronautics and Space
Act (Pub. L. No. 111-314, 124 Stat. 3328 [Dec. 18, 2010]):
• Sec. 20112 (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
National Aeronautics and Space Administration
http://www.nasa.gov/connect
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NASA Social Media by the NumbersNational Aeronautics and Space Administration
100+ account managers
10 NASA Centers: each with social media leaders
2 full-time leads at one center
11 part-time leads at other locations
2 full-time social media managers467 social media
accounts and
counting…
http://www.nasa.gov/connect
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What all has this resulted in?
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National Aeronautics and Space Administration
http://www.nasa.gov/connect
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2008: @MarsPhoenix
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National Aeronautics and Space Administration
• 2008, 5th most popular Twitter account
~75,000 followers
http://www.nasa.gov/connect
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2009: First Tweet from Space
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National Aeronautics and Space Administration
• 3rd mst popular Twitter account - ~75,000 followers
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2009+: Integration into NASA Websites
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National Aeronautics and Space Administration
http://www.nasa.gov/connect
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2009+: Integration into Mobile Apps
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National Aeronautics and Space Administration
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2010: First Live Tweet from Space
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National Aeronautics and Space Administration
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2010: First Foursquare Check-In from Space
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National Aeronautics and Space Administration
http://www.nasa.gov/connect
And a Foursquare badge earned by visiting NASA-related locations right here in your daily lives
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So what happened?
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@NASA on Twitter• 2009 - ~1,000 followers• Today - ~3.38 million followers • 44 astronauts on Twitter
• @Astro_Mike has 1.2 million followers
NASA Page on Facebook• 2009 - ~150,000 likes• Today - ~1.64 million likes
NASA Page on Google+• 2009 – Didn’t exist!• Today – We’re in ~325,000 circles• Astronaut Ron Garan is in 2+ million
circlesNASA on Foursquare
• 2009 – Didn’t exist!• Today - ~450,000 followers
National Aeronautics and Space Administration
http://www.nasa.gov/connect
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How did this happen?• Provide GREAT content that will get people talking.• Social media is a conversation – spend as much time
listening as you do speaking.• 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.
National Aeronautics and Space Administration
12http://www.nasa.gov/connect
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We Keep it Simple: Use Existing Ways to Engage
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National Aeronautics and Space Administration
http://www.nasa.gov/connect
• Webchats• Ustream chats• Tweetchats• Google+ hangouts• Comment forums• Web Streams• News Conferences• Ask a scientist events• Public Events/Outreach activities• Tours and open houses• Online contests and submissions• Expert interviews on other media
and social media sites• Hashtags• Etc…
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We Take it Offline: NASA Socials• NASA has had great success
with inviting our social media fans to in-person, behind-the-scenes opportunities at NASA centers, facilities, and events
• We ask participants to communicate the events hashtag so users can follow and join the conversation online.
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National Aeronautics and Space Administration
#NASASocial
http://www.nasa.gov/social
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We Promote Successful Online Conversation at Events
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National Aeronautics and Space Administration
http://www.nasa.gov/social
Physical Reminders
HashtagsSpeakers
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Our Successful Events Rock LogisticsSoundbites & Tweetable
TakeawaysConversation Topics
Incorporate Your Online Audience Take Questions & Answer Back
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National Aeronautics and Space Administration
http://www.nasa.gov/social
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But how where we able to do all this?• Pre-coordination and proactively planning
places for engagement– Getting out in front of the news is important– People will talk. If you give them a hashtag or a
place to chat, they will generally use it.• Make it relevant– We use the NASA Flagship accounts for the
aggregating the best of the agency and the program accounts for more depth and detail
National Aeronautics and Space Administration
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Two different approaches…National Aeronautics and Space Administration
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Both approaches work but speak to different audiences, thereby amplifying your exposure.
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But Why? How does this help?• Spreads the word as widely as possible by going directly
to members of the public to tell your own story• As news organizations cut staff and trim coverage, we get
more news coverage……in more places, especially smaller, local outlets
• The diversity of participants helps connect us to non-traditional audiences to further share our message
• We get impactful in-person AND virtual participation leading to significant levels of worldwide…
ENGAGEMENT
National Aeronautics and Space Administration
http://www.nasa.gov/social
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But Why? It Moves Followers From…
Fans, Followers, Consumer
s
ADVOCATES, AMBASSADORS,
CREATORS, COLLABORATORS
National Aeronautics and Space Administration
http://www.nasa.gov/social
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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)
National Aeronautics and Space Administration
http://www.nasa.gov/connect
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Your Title Here 22http://www.nasa.gov/connect