Social Media at NASA

1. Social Media at NASA National Aeronautics and Space Administration John Yembrick and Jason Townsend, Office of Communications

2. Social Media Foundation at NASA National Aeronautics and Space Administration According 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 http://www.nasa.gov/connect

3. NASA Social Media by the Numbers National Aeronautics and Space Administration http://www.nasa.gov/connect

4. What all has this resulted in? National Aeronautics and Space Administration http://www.nasa.gov/connect

5. 2008: @MarsPhoenix National Aeronautics and Space Administration • 2008, 5th most popular Twitter account ~75,000 followers http://www.nasa.gov/connect

6. 2009: First Tweet from Space National Aeronautics and Space Administration • 3rd mst popular Twitter account - ~75,000 followers

7. 2009+: Integration into NASA Websites National Aeronautics and Space Administration http://www.nasa.gov/connect

8. 2009+: Integration into Mobile Apps National Aeronautics and Space Administration

9. 2010: First Live Tweet from Space National Aeronautics and Space Administration

10. 2010: First Foursquare Check-In from Space National Aeronautics and Space Administration And a Foursquare badge earned by visiting NASA-related locations right here in your daily lives http://www.nasa.gov/connect

11. So what happened? National Aeronautics and Space Administration • @NASA on Twitter • 2009 - ~1,000 followers • Today - ~3.38million 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 circles • NASA on Foursquare • 2009 – Didn’t exist! • Today - ~450,000 followers http://www.nasa.gov/connect

12. How did this happen? National Aeronautics and Space Administration • 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. http://www.nasa.gov/connect

13. We Keep it Simple: Use Existing Ways to Engage National Aeronautics and Space Administration • 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… http://www.nasa.gov/connect

14. We Take it Offline: NASA Socials National Aeronautics and Space Administration • 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. #NASASocial http://www.nasa.gov/social

15. We Promote Successful Online Conversation at Events National Aeronautics and Space Administration • Hashtags • Speakers • Physical Reminders http://www.nasa.gov/social

16. Our Successful Events Rock Logistics National Aeronautics and Space Administration • Soundbites & Tweetable Takeaways • Conversation Topics • Incorporate Your Online Audience • Take Questions & Answer Back http://www.nasa.gov/social

17. But how where we able to do all this? National Aeronautics and Space Administration • 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 http://www.nasa.gov/connect

18. Two different approaches… National Aeronautics and Space Administration Both approaches work but speak to different audiences, thereby amplifying your exposure. http://www.nasa.gov/connect

19. But Why? How does this help? National Aeronautics and Space Administration • 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 http://www.nasa.gov/social

20. But Why? It Moves Followers From… National Aeronautics and Space Administration http://www.nasa.gov/social

21. National Aeronautics and Space Administration “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 YOUbring them together.” • David Rosen, @davidhrosen (group VP, Makovsky + Company) http://www.nasa.gov/connect

22. Your Title Here http://www.nasa.gov/connect