How NASA Uses Social Media to Connect


Published on

Overview of how NASA uses social media to connect with and engage the public.

Presentation given by Stephanie Schierholz, NASA's social media manager, at the Social Media for Government conference in Washington, D.C., on July 13, 2011.

Published in: Technology, Business

Comments are closed

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Pull vs push marketing in the second bullet
  • It takes real resources
  • It takes real resources
  • Identify a process “ Let’s experiment” counts, but be deliberate about it Social Media Adoption Readiness Checklist System Owner/Responsible Official Identified Terms of Service in place Security Risk Assessment performed, any residual risks accepted by System Owner (or higher official?) Compliance: 508, Privacy
  • Adjust your communication strategies and tactics to incorporate and effectively use social media to communicate real-time activities
  • Where is your audience? Global? Put GMT.
  • *Integrate social networking tools into your public outreach and communication efforts *Identify opportunities for engaging with your organization’s audiences in a way that provides information and builds trust Twitter chat vs Tweetup Make your social media accounts easy to find: put them on your website’s home page. When you get a lot of social media accounts, give them their own page: Host an out of this world Tweetup (even if you don't have a space shuttle)
  • You can now play our videos on your smartphone, iPad or similar device. We've put a "sniffer" in place that can sense if your browser or device doesn't support Flash videos, and then direct you to a version of the page which delivers the videos using HTML 5 ( image right ).  Videos from the last month or so are already available in this format, and we're working to convert the hundreds of older videos over the next few weeks. We figured you'd rather have the most recent videos available than wait for all 1000-plus to be converted. Our next step in the video process is to design a version of the video page specifically formatted for mobile browsing. Even though the videos already play on smartphones, a mobile-formatted page will make it easier for users to find the videos they want. We're also working on a process for playing videos embedded in feature stories on your smartphone. The video upgrades build on the recent rollout of, a stripped-down design based on feedback from user testing.  The mobile site showcases the latest news and features, the image of the day, and the agency's Twitter feed, as well as the ability to share content and search the site.  As with all of our projects, this is a first step -- we're never really "done."  We'll continue to listen to your feedback and make changes to the mobile site in the future.
  • It was pretty natural for us to add YouTube because we already were streaming NASA Television online. HD NASA TV is available for your local cable provider. But even here in DC, Comcast does not carry NASA TV. This is one of the reasons we make NASA TV available online – both streaming from our website and through videos on our YouTube channel. Channel Views: 4,481,380 Total Upload Views: 17,520,827 Subscribers: 56,443
  • Find and connect with your fan base and bring them into a community Where to find NASA’s social media accounts. Who is tweeting? Everyone! Centers, Leadership, Programs, Spacecraft, Astronauts, Education Programs More than 200 social media accounts across the agency
  • Tweet/Like buttons - We've added the "Tweet" and "Like" buttons you may recognize from other news sites to the top of our story pages. These buttons allow you to easily tweet the title of the story and URL to your Twitter account, or "like" the story on your Facebook profile. This tighter integration between those two networks and will make it easier for you to let your friends and followers know what you've found interesting on our site. We're continuing to look at other ways to more closely tie our content with the social media sites you use. Buttons from this page at 12:47am on Jan. 13:
  • But we also have a new video player on that allows you to share the video on Twitter, Facebook, your blog. You can copy the link, download the video and more.
  • Start somewhere, anywhere. Most organizations start with blogs. They’ve been around a while. They allow you to dip your feet into the concept of having a conversation. Most blogs are what I would call social media light. Some may not even call blogs social media. But to me, social media is about that conversation, that interaction. In that sense, blogs are social.
  • The second “Up All Night” chat, held between midnight and 5:00 a.m. EST, NASA saw staggering traffic. Within the first five minutes, the chat room was already at its capacity of 250 users. The number of users remained at the limit of 250 until approximately 4:30 a.m. EST. Lunar experts Mitzi Adams and Danielle Moser received 3208 questions and answered 2393 of those questions during the five hours. In total, the “Up All Night” chat had a record-breaking 3174 individuals participating in the chat. The page with alternative cameras received in excess of 223,575 visitors throughout the night.   Overall, web traffic also peaked. At the peak traffic time, roughly 2:45 a.m. EST, had over 750,000 concurrent users online. There was sustained interest throughout the overnight in all pages about the eclipse.
  • For NASA, our first foray into more in depth social media was Twitter. We expect to have 1 million followers by about mid-June.
  • Our NASA photographer took to Flickr to share his amazing images, and we’ve since branched out to things like NASA on the Commons, which features many of NASA’s historic photographs from the agency’s first 50 years. From Jan. 11- Jan. 19, a total of 21,645 image views. Top Image according to Flickr “Interestingness”: #1 STS-133 Launch Tweetups at the Pad (201011020003HQ)
  • NASA now has 11 apps for iPhone, three of which are also available for iPad, and a new app now available on Android.
  • Show video: (11 min)
  • Important thing to remember is it is TWO=way which is different from most of our media tools, such as news releases.
  • How NASA Uses Social Media to Connect

    1. Using Social Media to Connect and Engage National Aeronautics and Space Administration Stephanie Schierholz, Office of Communications connect
    2. Why Social Media? <ul><li>More ways to tell your story . </li></ul><ul><li>When used well, you can use social media to build relationships . </li></ul><ul><li>Reach people where they are instead of requiring them to come to you. </li></ul><ul><li>The conversation already is taking place; you cannot help shape it if you are not a part of it . </li></ul>National Aeronautics and Space Administration connect
    3. Social Media Challenges National Aeronautics and Space Administration connect
    4. Social Media Challenges for Gov’t National Aeronautics and Space Administration connect
    5. Social Media Foundation at NASA <ul><li>According to the National Aeronautics and Space Act: </li></ul><ul><li>Sec. 203. (a) The Administration, in order to carry out the purpose of this Act, shall— </li></ul><ul><ul><li>(3) provide for the widest practicable and appropriate dissemination of information concerning its activities and the results thereof </li></ul></ul>National Aeronautics and Space Administration connect
    6. Integrating Social Media <ul><li>Where does social media belong within your organization? Who is going to own it? </li></ul><ul><li>Tends to be either Web/IT or Communications </li></ul><ul><li>At NASA, it’s within the Office of Communications </li></ul><ul><ul><li>The purpose is to engage the public. </li></ul></ul><ul><ul><li>Communications officers are trained to know what information is releasable and what is not. </li></ul></ul><ul><ul><li>It gives the Communications team feedback and a better sense of what messages are communicated effectively. </li></ul></ul>National Aeronautics and Space Administration connect
    7. Who Else Needs to be Involved? National Aeronautics and Space Administration connect
    8. Getting Started with Social Media <ul><li>Survey the options and your organization’s resources; what makes sense? </li></ul><ul><li>Start small, with one account or one platform. </li></ul><ul><li>Outline a basic strategic plan. </li></ul><ul><ul><li>“ Let’s experiment” counts, but you’ll still need to be deliberate. </li></ul></ul><ul><li>Jump in so you can learn by watching and interacting with others. </li></ul>National Aeronautics and Space Administration connect
    9. Incorporating Social Media <ul><li>You learn by doing. </li></ul><ul><li>Look for those who are doing it well and see what you can copy and apply. </li></ul><ul><li>Social media are most effective as communication tools during a crisis, but you must have a presence before the crisis hits. </li></ul>National Aeronautics and Space Administration connect
    10. Social Media is Not a Press Release <ul><li>Social media is a conversation – spend as much time listening as you do speaking. </li></ul><ul><li>Provide GREAT content that will get people talking. </li></ul><ul><li>Do not automate your content. </li></ul><ul><li>If you start a conversation, participate in it; </li></ul><ul><li>don’t start it and walk away. </li></ul><ul><li>Ask for and enable feedback – respond to mentions on Twitter, comments on blogs, Facebook, etc. </li></ul>National Aeronautics and Space Administration connect
    11. Basic Social Media Engagement <ul><li>Be present . </li></ul><ul><li>If necessary, set a calendar appointment to check and respond to mentions and comments. </li></ul><ul><li>Focus on your audience. What do they want? </li></ul><ul><li>Not sure? ASK. </li></ul><ul><li>Look at what they are clicking/commenting on. </li></ul><ul><li>Be real and admit mistakes – it builds credibility. </li></ul><ul><li>Empower your people to respond and interact. </li></ul>National Aeronautics and Space Administration connect
    12. Provide a Personal Perspective <ul><li>Personalize interactions: </li></ul><ul><ul><li>Be human in your posts. </li></ul></ul><ul><ul><li>Don’t be afraid of emoticons or emotive words. </li></ul></ul><ul><li>Anthropomorphized accounts can work well to create connections: @MarsPhoenix </li></ul>National Aeronautics and Space Administration connect Visible spokespeople can reinforce messages and respond through personal/professional accounts: @Lori_Garver
    13. Rules of Engagement <ul><li>Don’t “buy” likes; quality is better than quantity. </li></ul><ul><li>Quantity will result from quality interaction. </li></ul><ul><li>Find your amplifiers. Notice who is retweeting and sharing your information. </li></ul><ul><li>Notice HOW people are sharing your posts. Their edits can tell you what they find important. </li></ul>National Aeronautics and Space Administration connect
    14. Indentifying Opportunities <ul><li>Build upon what you already have </li></ul><ul><li>Make it easy to find your social media accounts </li></ul><ul><li>Make it easy to share your content </li></ul><ul><li>Recognize the unique value you offer and make it available </li></ul><ul><li>Take it offline </li></ul>National Aeronautics and Space Administration connect
    15. Build on Existing Assets National Aeronautics and Space Administration http:// mobile Mobile version of
    16. NASA Televison National Aeronautics and Space Administration ntv NASATelevision
    17. Make Social Media Easy to Find National Aeronautics and Space Administration connect
    18. Make it Easy to Share <ul><li>Tweet the title of the story and URL </li></ul><ul><li>“ Like&quot; the story on your Facebook profile </li></ul>National Aeronautics and Space Administration news
    19. Share NASA videos too <ul><li>Switch to a new player in 2010 (VMIX) that emulates YouTube has made our videos much more popular </li></ul><ul><li>1,500 videos online = about 7.4 million plays in 2010 </li></ul>National Aeronautics and Space Administration videos
    20. What Is Your Unique Value? <ul><li>Insight </li></ul><ul><li>Expertise </li></ul><ul><li>Imagery </li></ul><ul><li>Data </li></ul>National Aeronautics and Space Administration connect
    21. NASA Blogs <ul><li>NASA blogs give website visitors perspectives from all over the agency – from the NASA administrator to the web team “Behind the Page” </li></ul>National Aeronautics and Space Administration blogs
    22. Chat with NASA <ul><li>Dec. 21, 12-5 a.m. ET </li></ul><ul><li>Chat room at capacity (250) within 5 minutes until 4:30 a.m. </li></ul><ul><li>3,208 questions received, 2,393 answered </li></ul><ul><li>Total of 3,174 chat participants </li></ul>National Aeronautics and Space Administration /chat
    23. Twitter Chat National Aeronautics and Space Administration NASA
    24. A picture is worth… National Aeronautics and Space Administration nasahqphoto
    25. NASA Apps National Aeronautics and Space Administration apps
    26. Take it Offline: Host an out of this world Tweetup National Aeronautics and Space Administration tweetup
    27. What is a NASA Tweetup? National Aeronautics and Space Administration tweetup
    28. NASA Tweetups are in person… <ul><li>Bring together people who follow @NASA </li></ul>National Aeronautics and Space Administration tweetup
    29. Tweeps Come from Far and Wide… National Aeronautics and Space Administration tweetup
    30. NASA Tweetups are virtual and online… National Aeronautics and Space Administration Enabling and encouraging interaction with their followers tweetup
    31. <ul><li>Same hashtag: #NASATweetup </li></ul><ul><li>Same account: @NASATweetup </li></ul><ul><li>How does the community find each other? </li></ul>National Aeronautics and Space Administration tweetup
    32. Successful Tweetups are special and memorable <ul><li>Provide unique or exclusive: </li></ul><ul><li>Information </li></ul><ul><li>Speakers </li></ul><ul><li>Access </li></ul><ul><li>Setting </li></ul>National Aeronautics and Space Administration tweetup
    33. Successful Tweetups rock logistics <ul><li>Short (sessions) </li></ul><ul><li>Connected (WiFi) </li></ul><ul><li>Interactive </li></ul><ul><li>Powered </li></ul>National Aeronautics and Space Administration tweetup
    34. Out of this World: Moving people from… National Aeronautics and Space Administration connect
    35. <ul><li>“ 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 .” </li></ul><ul><li>David Rosen, @davidhrosen </li></ul><ul><ul><li>(Director, Burson-Marsteller) </li></ul></ul>National Aeronautics and Space Administration
    36. Your Title Here connect