Did you know that the largest corporate Twitter account is managed by the US Space Administration? The account has over 7 million followers, making it bigger than those of all Fortune 500 companies, except for a few social media companies. In addition NASA is running many other very popular Twitter accounts and it is a major influencer on almost all other social media channels. At the same time its social media budget is only a small fraction of that of many commercial corporations. There must be some lessons to be learned for other organizations here!
As a government institution NASA depends on political and public support for its activities. In the early days this was an easy sell. The whole world watched the US compete with Russia in the space race, which was finally won when Neil Armstrong put his foot on the surface of the Moon, with millions of people from all over the world watching in awe. But after this historic win attention faded and space exploration became a commodity in the public eye. For several decades the budgets for space exploration decreased and NASA struggled to keep public attention.
Until it started to experiment with social media. NASA became a global leader in public outreach through new digital channels and public interest for space is on the rise again. This success story has many great lessons for social media marketers. Please follow me into space to learn about social media on Earth!