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Social Media at NASA, 2012 Edition
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  • We have 43 astronauts tweeting – Mike Massimino on Twitter has 1.2 million followers – Ron Garan is circled on Google+ by over 2 million people

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  • 1. National Aeronautics and Space Administration Social Media at NASA John Yembrick and Jason Townsend, Office of Communications
  • 2. National Aeronautics and Space Administration Social Media Foundation at NASA 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. National Aeronautics and Space Administration NASA Social Media by the Numbers 2 full-time social media managers 467 social 10 NASA Centers: each with social media leaders media 2 full-time leads at one center 11 part-time leads at other locations accounts and 100+ account counting… managers http://www.nasa.gov/connect
  • 4. National Aeronautics and Space Administration NASA Social Media Universe Professional Flagship accounts accounts Programs/Projects Centers http://www.nasa.gov/connect
  • 5. National Aeronautics and Space Administration Evolution of the Social Media Universe It all starts very nebulously… You dive in to social media with few constraints You learn through lots of trial and error 5 http://www.nasa.gov/connect
  • 6. National Aeronautics and Space Administration Evolution of the Social Media Universe Over time, the need for order begins to peak through… You measure social media use You develop guiding strategic plans 6 http://www.nasa.gov/connect
  • 7. National Aeronautics and Space Administration Why Bring Order to the Social Media Universe?• Clarity of voice and message• Protecting your brand• Avoiding duplicative efforts and use of resources• Capture the creativity• Synergy: sum of the whole is greater than that of the parts• What will you do in a crisis? 7 http://www.nasa.gov/connect
  • 8. National Aeronautics and Space Administration How Do We Create Order? • Give to get: provide an incentive in exchange for account information, such as an official listing i.e.: http://www.nasa.gov/connect • Create a support or working group – most people doing social media on their own want to do it better • Become the expert and train the trainers to build capacity • Build allies and pool resources • Use the authority you have 8 http://www.nasa.gov/connect
  • 9. National Aeronautics and Space AdministrationAn Orderly Social Media Solar System • Much like the solar system -- Rock solid planets on close orbits, with gaseous giant planets further out • Determine the desired structure and processes • Where will the center(s) of authority lie? • Who can establish accounts and how? 9 http://www.nasa.gov/connect
  • 10. National Aeronautics and Space Administration Rules of our Social Media Universe There is NO social media policy, rather: social media is viewed as a medium where the message is what matters. Instead, we apply existing rules, guidelines and policies employees are already familiar with:• NASA Policy on the Release of Information to News and Information Media• NPD 2540.1, Personal Use of Government Office Equipment Including Information Technology• NPR 2810.1, Security of Information Technology: Chapter 11, Section 3.9, Internet Publishing Content Requirements• NPD 2810.1, NASA Information Security Policy• NPR 1600.1, NASA Security Program Procedural Documents, Section 5.24 Sensitive But Unclassified (SBU) Controlled Information• NM 1382-42, NASA Principles and Policies on Scientific Openness 10 http://www.nasa.gov/connect
  • 11. National Aeronautics and Space Administration Rules of our Social Media UniverseThat said, you must get an officially recognized account to:• Use the NASA logo or name• Represent yourself as official• In some cases, get a verified account on the platform• Get listed on the NASA.gov Connect page• Be followed or liked by the flagship accounts• Ensure that the NASA Social Media team won’t mistakenly get your account shutdown for a terms of service violation as impersonating NASA• Have advertising and other limits removed on accountsTo get an official account, contact your Center social media lead in theCommunications or Public Affairs Office. 11 http://www.nasa.gov/connect
  • 12. National Aeronautics and Space Administration Where does this leave NASA?Harness the power of the flagship Create a ecosystem of niche, single-agency accounts purpose accounts• Carefully curate this and reach the largest • Curated by embedded account managers number of social media followers specializing on a particular mission, topic, or• Provide a well-rounded view of everything program NASA has going on • Develop followings of users interested in a• Shine light onto things that are unlikely to particular slice of the NASA pie make news otherwise • Allow for experimentation and trying out new ideas We do big things from the top-down AND from the bottom-up. 12 http://www.nasa.gov/connect
  • 13. National Aeronautics and Space Administration What all has this resulted in? 13 http://www.nasa.gov/connect
  • 14. National Aeronautics and Space Administration 2008: @MarsPhoenix • 2008, 5th most popular Twitter account ~75,000 followers 14 http://www.nasa.gov/connect
  • 15. National Aeronautics and Space Administration 2009: First Tweet from Space • 3rd mst popular Twitter account - ~75,000 followers 15
  • 16. National Aeronautics and Space Administration 2009+: Integration into NASA.gov 16 http://www.nasa.gov/connect
  • 17. National Aeronautics and Space Administration 2009+: Integration into Mobile Apps
  • 18. National Aeronautics and Space Administration 2010: First Live Tweet from Space 18
  • 19. National Aeronautics and Space Administration 2010: First Foursquare Check-In from Space 19 http://www.nasa.gov/connect
  • 20. National Aeronautics and Space Administration 2011: First Government Agency on Google+Joined Google+ in Nov.2011 as the 1st federalagencyCurrently we’re circled by~450,000 users 20 http://www.nasa.gov/connect
  • 21. National Aeronautics and Space Administration 2012: First Foursquare Check-In from Mars Throughout the 23- month exploration of Mars, Curiosity will continue to check in on Foursquare so you can follow along as it roves the Red Planet 21 http://www.nasa.gov/connect
  • 22. National Aeronautics and Space Administration So what happened?@NASA on Twitter • 2009 - ~1,000 followers • Today - ~3.4 million followers • 43 astronauts on Twitter • @Astro_Mike has 1.2 million followersNASA Page on Facebook • 2009 - ~150,000 likes • Today - ~1.6 million likesNASA 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 22 http://www.nasa.gov/connect
  • 23. National Aeronautics and Space Administration 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. http://www.nasa.gov/connect 23
  • 24. National Aeronautics and Space Administration We Keep it Simple: Use Existing Ways to Engage • 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… 24 http://www.nasa.gov/connect
  • 25. National Aeronautics and Space Administration 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 and facilities • Events range from two #NASASocial hours to two days in length 25 http://www.nasa.gov/social
  • 26. National Aeronautics and Space Administration We Make Events Special and Memorable Provide unique or exclusive: Information Speakers Access Setting 26 http://www.nasa.gov/social
  • 27. National Aeronautics and Space Administration Successful Events Rock Logistics Short, interactive sessions  Your Online Audience  Connected (WiFi)  Powered 27 http://www.nasa.gov/social
  • 28. National Aeronautics and Space Administration 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 http://www.nasa.gov/social
  • 29. National Aeronautics and Space Administration But Why? It Moves Followers From… ADVOCATES, Fans, AMBASSADORS, Followers, CREATORS, Consumers COLLABORATORS http://www.nasa.gov/social
  • 30. National Aeronautics and Space Administration Where we are going with social… • Adding more opportunities for online engagement activities • Evaluating new platforms and tools to engage new audiences on • Creating more of an internal social media community – including a listserv and an agency-wide social media resource site • Integrating social media with traditional media activities • Measuring our effectiveness through analytics of events and campaigns • Conducting more social media campaigns • Continuing to improve the quality of social media messaging from all levels of NASA • Engaging new audiences in new ways 30 http://www.nasa.gov/connect
  • 31. National Aeronautics and Space Administration Challenges for NASA and Social Media Measurement Resources • More than just followers – • Effective use and engagement reach, influential followers, is not cost-free retweets • Duplication of effort (right- • With so much noise, what hand/left-hand) works? Control Time • Easy to share information • One more platform to ahead of release repurpose info on • Makes spokespeople out of • Social media is 24/7, but work is those who aren’t a 9-5 world • Overlapping accounts • Inaccuracy spreads fast, hard to correct http://www.nasa.gov/connect
  • 32. 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) http://www.nasa.gov/connect
  • 33. Follow the social media team at @NASASocial for thelatest opportunities to connect and collaborate with NASA Your Title Here 33 http://www.nasa.gov/connect