Managing Social Media at NASA

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Presentation from NASA's Social Media Manager Stephanie L. Schierholz about overseeing the agency's 200+ social media accounts. Presented Oct. 4, 2011, at Ragan Communications "Communicating Your …

Presentation from NASA's Social Media Manager Stephanie L. Schierholz about overseeing the agency's 200+ social media accounts. Presented Oct. 4, 2011, at Ragan Communications "Communicating Your Company Story" hosted by Southwest Airlines.

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  • http://twitter.com/Astro_Wheels/status/28413369438
  • How does a government agency with limited resources manage more than 200 social media accounts spread across more than 10 centers and a space station orbiting 220 miles above Earth? While it may seem like an astronomical feat, NASA successfully applies down-to-earth techniques to its use of social media. Along the way, the agency has demonstrated its social media leadership both within the government and outside it, as it uses myriad social media applications to spread the word about the depth and breadth of its activities throughout the universe. Move from organic to organized social media use (or start organized!) Assess your organization's use of social media within its structure and culture Coordinate your organization's social media use across departments and locations Create thriving social media and engagement with fans with limited resources
  • How does a government agency with limited resources manage more than 200 social media accounts spread across more than 10 centers and a space station orbiting 220 miles above Earth? While it may seem like an astronomical feat, NASA successfully applies down-to-earth techniques to its use of social media. Along the way, the agency has demonstrated its social media leadership both within the government and outside it, as it uses myriad social media applications to spread the word about the depth and breadth of its activities throughout the universe. Move from organic to organized social media use (or start organized!) Assess your organization's use of social media within its structure and culture Coordinate your organization's social media use across departments and locations Create thriving social media and engagement with fans with limited resources
  • http://www.nasa.gov/connect
  • Assess your organization's use of social media within its structure and culture Move from organic to organized social media use (or start organized!) Coordinate your organization's social media use across departments and locations Create thriving social media and engagement with fans with limited resources
  • You may not need control, but you need coordination and an inventory.
  • Biweekly meetings with social media leads at each of the NASA centers
  • For NASA, I’m the primary interface with these groups. I have a biweekly meeting with representatives from each area so we can address current issues and concerns for the future. Coordinate your organization's social media use across departments and locations 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
  • The more you have (people with access, numbers of accounts), the more likely you need some tools to manage them. NASA employees have used TweetDeck, HootSuite, CoTweet and the native platforms
  • You may have heard the government is tightening its belt, which means limited resources Create thriving social media and engagement with fans with limited resources
  • Make your website mobile-friendly Put links to your social media accounts on your home page Put share social media share buttons on your online content Repurpose content you’re already creating for blogs, chats, videos, apps, etc.
  • Where is your audience? Global? Put GMT.
  • For NASA, our first foray into more in depth social media was Twitter. We expect to have 1 million followers by about mid-June.
  • Where is your audience? Global? Put GMT.

Transcript

  • 1. National Aeronautics and Space Administration Managing Out of This World Social Media Efforts at NASA http://www.nasa.gov/connect Stephanie Schierholz, Office of Communications 1
  • 2. National Aeronautics and Space Administration Who are we? Stephanie L. Schierholz Col. Douglas Wheelock Social Media Manager and NASA Astronaut, Public Affairs Specialist, Johnson Space Center Office of Communications, NASA Headquarters 178 days in space Space shuttle mission STS-120 @NASA International Space Station @NASATweetup Expeditions 24-25 @schierholz @Astro_Wheels http://www.nasa.gov/connect 2
  • 3. National Aeronautics and Space Administration @Astro_Wheels: NASA Explorer http://www.nasa.gov/connect 3
  • 4. National Aeronautics and Space Administration Managing Social Media • Assess your organizations use of social media within its structure and culture • Move from organic to organized social media use (or start organized!) • Coordinate your organizations social media use across departments and locations • Create thriving social media and engagement with fans with limited resources http://www.nasa.gov/connect 4
  • 5. National Aeronautics and Space Administration Where does Social Media fit? • Where does social media belong within your organization? Who is going to own it? • Tends to be either Web/IT or Communications • Who is responsible for engagement with: – The public – The press – Key stakeholders (legislative, investors, etc.) 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 Integrating Social Media at NASA • The Office of Communications manages social media: – The purpose is to engage the public – Communications officers are trained to know what information is releasable and what is not – It gives the Communications team feedback and a better sense of what messages are communicated effectively http://www.nasa.gov/connect 7
  • 8. National Aeronautics and Space Administration Connect and Collaborate with NASA http://www.nasa.gov/connect 8
  • 9. National Aeronautics and Space Administration Organizing Your Social Media• Untamed star-forming cloud • An orderly planetary system• Dive in to social media with • Measured social media use few constraints • Guiding strategic plan• Trial and error http://www.nasa.gov/connect 9
  • 10. National Aeronautics and Space AdministrationWhy Order a 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? http://www.nasa.gov/connect 10
  • 11. National Aeronautics and Space Administration How Do You Create Order?• Give to get: provide an incentive in exchange for registration information, such as an official listing 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• Build allies and pool resources• Use the authority you have http://www.nasa.gov/connect 11
  • 12. National Aeronautics and Space AdministrationAn Orderly Social Media Solar System • Determine the desired structure and processes • Where will the center(s) of authority lie? • Who can establish accounts and how? http://www.nasa.gov/connect 12
  • 13. National Aeronautics and Space Administration Creating Order: Things to Consider• Terms of Service Agreements• Purpose of the account• Audience for the account• Why social media and not something else?• Does a similar account already exist?• Who will be responsible?• How familiar are the users with this platform? http://www.nasa.gov/connect 13
  • 14. National Aeronautics and Space Administration More Things to Consider• How frequently do you plan to post to the account?• What is your plan for managing the account outside of working hours? Who is the emergency contact?• Is there a likely date after which content will no longer be updated? If so, what happens to it?• What existing company policies apply to the use of social media (officially and for private accounts)?• What guidelines does the company have for the use of social media? http://www.nasa.gov/connect 14
  • 15. National Aeronautics and Space Administration Coordinating Across Centers Ames Dryden Flight Glenn NASA HQ Research Research Research Center Center Center Goddard Jet Johnson Kennedy Space Flight Propulsion Space Space Center Laboratory Center Center Langley Marshall Stennis Wallops Research Space Flight Space Flight Center Center Center Facility http://www.nasa.gov/connect 15
  • 16. National Aeronautics and Space Administration Coordinating Among Groups Web IT Recor CIO ds Education General & Counsel Outreach http://www.nasa.gov/connect 16
  • 17. National Aeronautics and Space Administration Tools for Managing Social Media • Get tools to meet your needs: sharing accounts, assigning comments, timed updates, reporting, etc. • Many free tools are available • Decide if everyone will use the same tool http://www.nasa.gov/connect 17
  • 18. National Aeronautics and Space Administration Use Social Media to Engage • 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 18
  • 19. National Aeronautics and Space Administration Where Does Engagement Start?• Build upon what you already have – NASA TV becomes http://www.nasa.gov/ntv – Videos become http://www.nasa.gov/video• Make it easy to find your social media accounts• Make it easy to share your content• Recognize the unique value you offer• Take it offline http://www.nasa.gov/connect 19
  • 20. National Aeronautics and Space Administration Rules of Engagement • Don’t “buy” likes; quality is better than quantity. • Quantity will result from quality interaction. • Find your amplifiers. Notice WHO is retweeting and sharing your information. • Notice HOW people are sharing your posts. Their edits and comments can tell you what they find important. http://www.nasa.gov/connect 20
  • 21. National Aeronautics and Space Administration Keep it Simple: Twitter Chat http://www.twitter.com/NASA 21
  • 22. National Aeronautics and Space Administration Take it Offline • NASA has had great success with inviting our social media fans to in- person, behind-the- scenes opportunities at NASA centers • Events range from two #NASATweetup hours to two days in length http://www.nasa.gov/tweetup 22
  • 23. National Aeronautics and Space Administration Make Events Special and Memorable Provide unique or exclusive: Information Speakers Access Setting http://www.nasa.gov/tweetup 23
  • 24. National Aeronautics and Space Administration Successful Events Rock Logistics Short, interactive sessions  Your Online Audience  Connected (WiFi)  Powered http://www.nasa.gov/tweetup 24
  • 25. National Aeronautics and Space Administration Come to a #NASATweetup!Registration open now until 5 p.m. ET Registration open Wednesday at noon ET through Friday at noon http://www.nasa.gov/tweetup 25
  • 26. http://www.nasa.gov/connectYour Title Here 26