NASA and social media

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Presentation NASA's Social Media Manager Stephanie Schierholz gave at the 4th Annual Social Media for PR & Corporate Communications conference presented by Ragan Communications and PRSA in February 2011.

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NASA and social media

  1. National Aeronautics and Space Administration Taking social media efforts out of this world http://www.nasa.gov/connect Stephanie Schierholz, Office of Communications 1
  2. National Aeronautics and Space Administration 2
  3. National Aeronautics and Space Administration Achieving Escape Velocity • Use your organizations 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 dont have a space shuttle) http://www.nasa.gov/connect 3
  4. National Aeronautics and Space AdministrationSocial 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 http://www.nasa.gov/connect 4
  5. National Aeronautics and Space Administration 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. http://www.nasa.gov/connect 5
  6. National Aeronautics and Space Administration 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 http://www.nasa.gov/connect 6
  7. National Aeronautics and Space Administration Social Media Challenges at NASA Bureaucracy 24/7 in a 9 to 5 work world Lack of Resources Noise Inaccuracy spreads quickly No rules Keeping up with the NEW http://www.nasa.gov/connect 7
  8. National Aeronautics and Space Administration Find and Connect with your Fans http://www.nasa.gov/connect 8
  9. National Aeronautics and Space Administration NASA Blogs NASA blogs give website visitors perspectives from all over the agency – from the NASA administrator to the web team “Behind the Page” http://www.nasa.gov/blogs 9
  10. National Aeronautics and Space Administration NASA and Twitter 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_Mike with 1.27 million followers http://www.twitter.com/NASA 10
  11. National Aeronautics and Space Administration First Tweet from Space @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 Tweeting from @Astro_Naoko space now: @Astro_Clay @Astro_Nicholas @Astro_Cady @Astro_Cady @StationCDRKelly @Astro_TJ @Astro_Paolo @Astro_Ron @Astro_Taz @Astro_Box @AstroIronMike @Astro_Paulo 11
  12. National Aeronautics and Space Administration First Live Tweet from Space@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 Tweeting from@Astro_Nicholas space now:@Astro_Cady@Astro_Bones / @ZeroG_MD @Astro_Cady@Astro_TJ @StationCDRKelly@Astro_Ron @Astro_Paolo@Astro_Taz@Astro_Box@AstroIronMike@Astro_Paulo 12
  13. National Aeronautics and Space Administration NASA Televison http://www.nasa.gov/ntv http://www.youtube.com/NASATelevision 13
  14. National Aeronautics and Space Administration NASA.gov to go Mobile version of nasa.gov HTML 5 videos on your mobile http://mobile.nasa.gov 14
  15. National Aeronautics and Space Administration A picture is worth… http://www.flickr.com/photos/nasahqphoto 15
  16. National Aeronautics and Space Administration Do you “like” NASA? 297,600 “likes” http://www.facebook.com/NASA 16
  17. NASA + Gowalla:National Aeronautics and Space Administration Search for the Moon Rocks http://www.nasa.gov/connect/gowalla.html http://www.gowalla.com/NASA 17
  18. National Aeronautics and Space Administration Discover NASA with Foursquare http://www.foursquare.com/NASA http://www.nasa.gov/connect/foursquare.html 18
  19. National Aeronautics and Space Administration Discover NASA with Foursquare • Play video: http://www.nasa.gov/multimedia/videogaller y/index.html?media_id=22022681 http://www.foursquare.com/NASA http://www.nasa.gov/connect/foursquare.html 19
  20. National Aeronautics and Space Administration NASA Apps NASA App (iPhone, iPad) NASA Spinoff (Android) New! Space Weather Media Viewer (iPhone, iPad) 3D Sun (iPhone, iPad) Lunar Electric Rover Simulator NASA Images Space Images http://www.nasa.gov/apps 20
  21. National Aeronautics and Space Administration 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. http://www.nasa.gov/connect 21
  22. National Aeronautics and Space Administration 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 http://www.nasa.gov/connect/chat 22
  23. National Aeronautics and Space Administration Make it easy to share • Tweet the title of the story and URL • “Like" the story on your Facebook profile http://www.nasa.gov/news 23
  24. National Aeronautics and Space Administration Share NASA videos tooSwitch to a new player in 2010 (VMIX) that emulates YouTube has made our videos much more popular1,500 videos online = about 7.4 million plays in 2010 http://www.nasa.gov/videos 24
  25. National Aeronautics and Space Administration Create a Community: Host an out of this world Tweetup http://www.nasa.gov/tweetup 25
  26. National Aeronautics and Space Administration What is a NASA Tweetup? http://www.nasa.gov/tweetup 26
  27. National Aeronautics and Space Administration NASA Tweetups are in person… Bring together people who follow @NASA http://www.nasa.gov/tweetup 27
  28. National Aeronautics and Space Administration Tweeps Come from Far and Wide… http://www.nasa.gov/tweetup 28
  29. National Aeronautics and Space Administration NASA Tweetups are virtual and online… Enabling and encouraging interaction with their followers http://www.nasa.gov/tweetup 29
  30. National Aeronautics and Space AdministrationFollow along at buzzroom.nasa.gov 30
  31. National Aeronautics and Space Administration How does the community find each other? Same hashtag: #NASATweetup Same account: @NASATweetup http://buzzroom.nasa.gov 31
  32. National Aeronautics and Space Administration Successful Tweetups are special and memorable Provide unique or exclusive: Information Speakers Access Setting http://www.nasa.gov/tweetup 32
  33. National Aeronautics and Space Administration Successful Tweetups rock logistics  Short (sessions)  Interactive  Connected (WiFi)  Powered http://www.nasa.gov/tweetup 33
  34. National Aeronautics and Space Administration NASA Tweetup MilestonesJan. 2009 – 1st TweetupFeb. 2011 – 15th Tweetup• Live downlink with International Space Station• 3 Tweetups at space shuttle launches• 6/10 NASA centers• World Science Festival http://www.nasa.gov/tweetup 34
  35. National Aeronautics and Space Administration Out of this World: Moving people from… ADVOCATES, Fans, EVANGELISTS, Followers, CREATORS, Consumers COLLABORATORS http://www.nasa.gov/connect 35
  36. National Aeronautics and Space Administration Foster the community http://www.nasa.gov/connect 36
  37. National Aeronautics and Space Administration But don’t own the community 37
  38. National Aeronautics and Space Administration “You may not have a spaceship, but your company has a fan base. They wont think of themselves as fans until theyre in a room with like-minded people. They wont think of themselves as members of a community until YOU bring them together.” - David Rosen, @davidhrosen (group VP, Makovsky + Company) 38
  39. National Aeronautics and Space Administration 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” http://www.nasa.gov/connect 39
  40. http://www.nasa.gov/connectYour Title Here 40

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