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Social Media Tips from NASA
November 15, 2017
Audio problems? Click and highlight the button at the top of your
screen. You can also click “Meeting” > “Audio Setup Wizard”. You will not
need microphone capabilities.
Chat Box Icebreaker:
How has your library successfully used social
media in the past? Give examples!
Today’s Agenda
• Professional Development Resources
• Poll Questions
• Jason Townsend Presentation
• Q&A with Jason
Join STAR Net!
Professional development
resources, including webinars,
newsletters, blogs, forums, videos,
and much more!
Resources
Upcoming Webinars
STEM Events for Your Library’s
2018 Programming
• December 13th at 1:00 pm MT
• Register here
Engineers Week Webinar
• Mid January
• Registration Coming Soon
Archived Webinars
Busy? See what you missed!
New Content on STEM
Activity Clearinghouse
Span-tastic Bridges
Designed to Survive
Clean Up Our World
Discover Exoplanets Exhibit
Information can be found here
Pre-Application Webinar
• December 6th at 1:00 pm MT
• Register here
For example:
DIY Sun Cookies
Like an activity and think other library staff should know how great it is? Didn’t like
an activity or have modifications to make it better? Make sure to leave a review!
Poll Questions:
What social media platforms does your library currently
use (posting at least 1-2 times per month)?
On a 1-10 scale, how effective do you feel that your
library is in using social media?
Jason Townsend
NASA’s Deputy Social
Media Manager
• Has helped grow NASA’s community of social
media followers from 12 million in 2012 to 64
million in 2017
• Directs some of the largest Twitter (27 million
followers), Facebook (20 million), Instagram
(28.5 million) and Snapchat accounts across the
platforms
• 14 years of experience in strategic and
innovative use of social media messaging and
website content
• Worked on projects that have earned two
Shorty Awards for best use of social media, two
Webby Awards for best corporate use of social
media and two Webby Awards for best
websites.
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Jason Townsend, NASA Digital Team
jason.c.townsend@nasa.gov @NASASocial
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
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
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Simply put…
WE WANT TO SHARE AS
MUCH ABOUT NASA AS
POSSIBLE WITH AS MANY
PEOPLE AS POSSIBLE
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
But, Why Wouldn’t We Want To Share?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
NASA Social Media Universe
accounts & counting…
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Types of Accounts
National Aeronautics and Space Administration
Mission Organization Center AgencyTopicalProfessional
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
WHO ARE WE TRYING TO REACH?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
NASA’s social footprint continues to grow
over 130+ million total followers
across all accounts and platforms.
NASA has the most followers of
any agency/department in the federal
government on:
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Our Social Media Universe Today…
Instagram
• 1.7 M followers (End of FY14)
• 5.3 M followers (End of FY15)
• 11.9 M followers (End of FY16)
• 27.6 M followers (End of FY 17)
Twitter
• 7.5 M followers (End of FY14)
• 12.8 M followers (End of FY15)
• 16.1 M followers (End of FY16)
• 26.4 M followers (End of FY17)
Facebook
• 7.6 M likes (End of FY14)
• 12.8 M likes (End of FY15)
• 15.7 M likes (End of FY16)
• 20.6 M likes (End of FY17)
@NASA is the 54th most followed Twitter account (as of 09/25/2017)
@NASA is the 48th most followed Instagram account (as of 09/25/2017)
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Think Mobile
• 61% of NASA’s social media
posts are viewed on a
mobile device
• 56% of NASA’s social media
posts are viewed on a
computer
• Overlap means people are
viewing it on both
• Meaning, 44% of people
NEVER see it on a big
screen!
• Think: How will this look on
a 3 inch screen?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Think Global
• 41% of our audience is
in the US
• Nearly 52% of our U.S.
audience is in the
Pacific Time zone
• 26% of our audience
aren’t using the social
tools in English
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We’re Looking to Move From…
Fans,
Followers,
Consumers
AMBASSADORS,
CREATORS,
COLLABORATORS
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
SO I’VE GOT SOMETHING TO POST…
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Now What?
• Before you hit the publish/post button or send
an update, we would like you to think about
what you want to post.
• To do right by your audience, to deliver the
utmost value and receive the maximum
engagement, there are a handful of
qualifications that every social media post
should meet.
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
In a nutshell…
• Don’t write for scientists and PhDs
• Would a 6th grader understand your post? Would a 70-
year-old?
• Don’t use acronyms unless they are defined. Never.
• Avoid NASA speak, all institutional-eze and jargon
• Hashtags – Limit to one-two per piece of content & be
very selective. Would anyone outside NASA naturally
use that?
• Social will change to We, Our, The over NASA, NASA’s,
the agency, the center, XX Center, etc.
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Make the Most of Your Post Text
We’ve found that the most valuable content
on social media—the content that gets the
most interactions, engagement, and virality
— is either educational or entertaining.
Consider these questions to figure out if it is
either:
• Is your content interesting enough that
users want to share it and post about it?
• Will anyone really care about this content
besides you or an internal stakeholder?
• If you were to see this post in your social
media timeline, would you pause to read
or reshare?
• Does your post add value for the reader?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Connect with Your Audience
In many ways, you need to speak the language of
your followers, and not your internal
stakeholders. Consider your audience when
drafting posts by asking yourself:
• Will you be okay with absolutely anyone
seeing this? Does it need to even be a social
media post? Is this the best way to get this
message in front of the audience it is intended
for?
• Is this post too vague? Will everyone
understand what I’m saying?
• Is this post too technical? Will the only people
who understand it have a Ph.D. in the field?
• Am I using acronyms, abbreviations or insider
jargon in this post?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Just What Does That Mean?!?
Always assume readers don't
know anything about NASA, as
even if someone is following
your account, it could be
shared with someone who
doesn't. So, for example: don't
just assume that ‘SLS’ is
known. Write it such that it’s
“SLS, our new and powerful
rocket”.
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Does it Stand Alone?
Consider how your social media post
will look in someone’s feed
independent of it appearing on our
account.
• Does the post stand-alone? Is it
self-explanatory?
• Are followers able to walk away
having learned enough to
understand the topic?
• Is it actionable for those wanting
to dive deeper into a topic? Does
it have a link for more
information?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Avoid Common Mistakes
Avoid making common mistakes in your
social media posts.
• Is everything spelled correctly? Does
the post have proper grammar?
• Is the link accurate? Does it click
through to where you intended?
• Is the link appropriate for the message
of your social media post? Is it to a too-
generic page, rather than the specific
subject matter of your post?
• Is your hashtag usage appropriate? Will
your use of a hashtag make your post
part of a bigger conversation? Is your
hashtag only used by you as a branding
element?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Another way to look at this:
Can anything be added or
removed to make the
message stronger to your
audience?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
HOW HAVE WE MADE THIS WORK?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Make Conversations Happen
• For the rollout of the President’s FY2016
budget, instead of a typical news conference,
the NASA administrator gave a “State of the
Agency” address at NASA’s Kennedy Space
Center.
• Remarks served as internal and external
reminders of the progress made and the
exciting work ahead on an integrated agency-
led exploration initiative that secures
America’s leadership in space.
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Work With Influencers
• Aboard the International Space Station, NASA
astronaut Scott Kelly fielded questions from
YouTube creators who sent in video questions
asking about aspects of his Year In Space.
– Hank Green from Vlogbrothers
– Louis from FunForLouis
– Emily Graslie at the Brain Scoop
– Kyle Hill from the Nerdist
– Henry Reich from MinutePhysics
– Destin from Smarter Every Day
– Michael from VSauce
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We’re Structuring Content Around Themes
• By creating story arcs around content
and having all of our social media
accounts join the same conversation,
we can harness the power of the
community to connect the dots on the
work we are doing daily.
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We’re Leveraging Pop Culture: 2nd Screen
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We’re Exploring New Platforms
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We’re Exploring New Storytelling
National Aeronautics and Space Administration
Average
People
Reached:
1.8-2.2
million
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Make Smart Partnerships
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Seek to be in the Moment
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Play In Pop Culture
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Want to be Relevant
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Share Our Bad Days
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Share Our Bad Days
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Share Our Good Days
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Trend
Topics about the
mission trended on
both July 14 and 15
on Twitter and
Facebook
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Answer When You #askNASA
REDDIT AMA
• Over 2,800 questions in 90 minutes
• #14 top Reddit AMA’s of all time on the
site; Most popular NASA Reddit AMA ever
• Was the #1 item on all of reddit.com on
July 14
• Team of 5 experts gave 107 answers
• 8,705,379 subscribers to the AMA
subreddit
FACEBOOK Q&A
• Had 6 experts provide 138 answers in 60
minutes
• Received 3,609 questions
• Total Facebook Q&A reach: 1,395,200
TWEETCHAT
• 2 experts provided 63 answers in 45
minutes
• 1,200 #askNASA questions asked by
Twitter users
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Also Answer From Space
Astronaut Scott Kelly on the
International Space Station
took questions from his
social media followers during
his Year in Space
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Invite Our Followers In
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Build Compelling In-Person Events
Provide memorable & dynamic experiences with:
National Aeronautics and Space Administration
Access & settings with unique
national facilities
Connections Between
Virtual & IRL
Information and Content
Speakers
(More Mid-level & Junior)
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
We Create Brand Ambassadors
 Event participants come from
local communities and go
home sharing NASA content
within their circles of influence
 Converts casual space
enthusiasts into
collaborators who want to
share what NASA is doing
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Things to Think About
• It’s easy to be a trending topic – how do you
ensure conversation is not a flash in the pan?
– Topical accounts help continue relevant conversation
• Images & Video last longer than text
– Updates are often fleeting, but visuals often sustain
themselves in peoples news feeds
• Be strategic
– How does this social media post help further NASA’s
messages/story? What does it contribute?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Geographic Events
• Remember, most of your social media
audience isn’t local and can’t get to things
• Is there a virtual component that is streamed
or is the same info available at an
informational site we can direct audience to?
• Think: How do I portray this same
exhibit/presentation content online? Don’t
cause a FOMO moment
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Think Visual
• Ensure it’s posted in high resolution on a NASA
website
• Post using a link back to that website so everyone
can download the large copy
• Ensure the first 30 words of a caption are clever
and make people want to know more & keep
reading the caption
• If extreme vertical, be aware that many social
sites will chop the top and bottom off upon
upload
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Video Is Now King on Social Media
National Aeronautics and Space Administration
All these social media platforms now
support uploading/on-demand video
directly and amplify native video
over embedded links
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Video Thinkers
• Think Mobile: These days, more social media posts are viewed on the
three-inch screen than on a computer. How will this look on a 3 inch
screen?
• Think Short and Tight: Videos with higher numbers of views are rather
short. Attention Spans are short. Will people start watching and tune out
before I tell them what I want them to know?
• Think Muted: More than two-thirds of video watched on social media
never has the sound turned on. Is the video at least closed captioned to be
508 compliant? Is all the information being talked about on audio also
available visually?
• Think About the Start: Video starts automatically playing in peoples
timelines on Facebook & Twitter. The first 10 seconds are the most critical
of a video and should be extremely visually compelling – not bumpers,
logos, talking heads. If scrolling through a feed with material from lots of
accounts, what would make you stop & watch?
• Think Inside the Box: Are all of your titles and captions going to be
readable on a small screen? On Instagram, will it all fit inside of a square?
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
NASA Examples
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
NASA Examples
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
NASA Examples
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
NASA Examples
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
NASA Examples
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
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 internal social media trainings & skill-building
opportunities for our practitioners
• More integration of social media with traditional media activities
• Measuring our effectiveness through analytics of events and
campaigns
• Continuing to improve the quality of social media messaging from
all levels of NASA
• Engaging new audiences in new ways
National Aeronautics and Space Administration
National Aeronautics and Space Administration
http://www.nasa.gov/socialmedia
Jason Townsend
NASA Digital Team
jason.c.townsend@nasa.gov
Your Title Here 60
Q&A
Post Questions for Jason in the Chat Box
Thank You!
STAR Net
www.starnetlibraries.org
www.facebook.com/STARLibraries
twitter.com/STARNet_Project

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Social Media Tips with NASA Webinar

  • 1. Social Media Tips from NASA November 15, 2017 Audio problems? Click and highlight the button at the top of your screen. You can also click “Meeting” > “Audio Setup Wizard”. You will not need microphone capabilities. Chat Box Icebreaker: How has your library successfully used social media in the past? Give examples!
  • 2. Today’s Agenda • Professional Development Resources • Poll Questions • Jason Townsend Presentation • Q&A with Jason
  • 3. Join STAR Net! Professional development resources, including webinars, newsletters, blogs, forums, videos, and much more!
  • 4. Resources Upcoming Webinars STEM Events for Your Library’s 2018 Programming • December 13th at 1:00 pm MT • Register here Engineers Week Webinar • Mid January • Registration Coming Soon Archived Webinars Busy? See what you missed! New Content on STEM Activity Clearinghouse Span-tastic Bridges Designed to Survive Clean Up Our World Discover Exoplanets Exhibit Information can be found here Pre-Application Webinar • December 6th at 1:00 pm MT • Register here
  • 5. For example: DIY Sun Cookies Like an activity and think other library staff should know how great it is? Didn’t like an activity or have modifications to make it better? Make sure to leave a review!
  • 6. Poll Questions: What social media platforms does your library currently use (posting at least 1-2 times per month)? On a 1-10 scale, how effective do you feel that your library is in using social media?
  • 7. Jason Townsend NASA’s Deputy Social Media Manager • Has helped grow NASA’s community of social media followers from 12 million in 2012 to 64 million in 2017 • Directs some of the largest Twitter (27 million followers), Facebook (20 million), Instagram (28.5 million) and Snapchat accounts across the platforms • 14 years of experience in strategic and innovative use of social media messaging and website content • Worked on projects that have earned two Shorty Awards for best use of social media, two Webby Awards for best corporate use of social media and two Webby Awards for best websites.
  • 8. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Jason Townsend, NASA Digital Team jason.c.townsend@nasa.gov @NASASocial National Aeronautics and Space Administration
  • 9. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia 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 National Aeronautics and Space Administration
  • 10. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Simply put… WE WANT TO SHARE AS MUCH ABOUT NASA AS POSSIBLE WITH AS MANY PEOPLE AS POSSIBLE
  • 11. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia But, Why Wouldn’t We Want To Share?
  • 12. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia NASA Social Media Universe accounts & counting…
  • 13. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Types of Accounts National Aeronautics and Space Administration Mission Organization Center AgencyTopicalProfessional
  • 14. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia WHO ARE WE TRYING TO REACH?
  • 15. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia NASA’s social footprint continues to grow over 130+ million total followers across all accounts and platforms. NASA has the most followers of any agency/department in the federal government on:
  • 16. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Our Social Media Universe Today… Instagram • 1.7 M followers (End of FY14) • 5.3 M followers (End of FY15) • 11.9 M followers (End of FY16) • 27.6 M followers (End of FY 17) Twitter • 7.5 M followers (End of FY14) • 12.8 M followers (End of FY15) • 16.1 M followers (End of FY16) • 26.4 M followers (End of FY17) Facebook • 7.6 M likes (End of FY14) • 12.8 M likes (End of FY15) • 15.7 M likes (End of FY16) • 20.6 M likes (End of FY17) @NASA is the 54th most followed Twitter account (as of 09/25/2017) @NASA is the 48th most followed Instagram account (as of 09/25/2017)
  • 17. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Think Mobile • 61% of NASA’s social media posts are viewed on a mobile device • 56% of NASA’s social media posts are viewed on a computer • Overlap means people are viewing it on both • Meaning, 44% of people NEVER see it on a big screen! • Think: How will this look on a 3 inch screen?
  • 18. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Think Global • 41% of our audience is in the US • Nearly 52% of our U.S. audience is in the Pacific Time zone • 26% of our audience aren’t using the social tools in English
  • 19. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We’re Looking to Move From… Fans, Followers, Consumers AMBASSADORS, CREATORS, COLLABORATORS National Aeronautics and Space Administration
  • 20. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia SO I’VE GOT SOMETHING TO POST…
  • 21. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Now What? • Before you hit the publish/post button or send an update, we would like you to think about what you want to post. • To do right by your audience, to deliver the utmost value and receive the maximum engagement, there are a handful of qualifications that every social media post should meet.
  • 22. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia In a nutshell… • Don’t write for scientists and PhDs • Would a 6th grader understand your post? Would a 70- year-old? • Don’t use acronyms unless they are defined. Never. • Avoid NASA speak, all institutional-eze and jargon • Hashtags – Limit to one-two per piece of content & be very selective. Would anyone outside NASA naturally use that? • Social will change to We, Our, The over NASA, NASA’s, the agency, the center, XX Center, etc.
  • 23. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Make the Most of Your Post Text We’ve found that the most valuable content on social media—the content that gets the most interactions, engagement, and virality — is either educational or entertaining. Consider these questions to figure out if it is either: • Is your content interesting enough that users want to share it and post about it? • Will anyone really care about this content besides you or an internal stakeholder? • If you were to see this post in your social media timeline, would you pause to read or reshare? • Does your post add value for the reader?
  • 24. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Connect with Your Audience In many ways, you need to speak the language of your followers, and not your internal stakeholders. Consider your audience when drafting posts by asking yourself: • Will you be okay with absolutely anyone seeing this? Does it need to even be a social media post? Is this the best way to get this message in front of the audience it is intended for? • Is this post too vague? Will everyone understand what I’m saying? • Is this post too technical? Will the only people who understand it have a Ph.D. in the field? • Am I using acronyms, abbreviations or insider jargon in this post?
  • 25. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Just What Does That Mean?!? Always assume readers don't know anything about NASA, as even if someone is following your account, it could be shared with someone who doesn't. So, for example: don't just assume that ‘SLS’ is known. Write it such that it’s “SLS, our new and powerful rocket”.
  • 26. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Does it Stand Alone? Consider how your social media post will look in someone’s feed independent of it appearing on our account. • Does the post stand-alone? Is it self-explanatory? • Are followers able to walk away having learned enough to understand the topic? • Is it actionable for those wanting to dive deeper into a topic? Does it have a link for more information?
  • 27. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Avoid Common Mistakes Avoid making common mistakes in your social media posts. • Is everything spelled correctly? Does the post have proper grammar? • Is the link accurate? Does it click through to where you intended? • Is the link appropriate for the message of your social media post? Is it to a too- generic page, rather than the specific subject matter of your post? • Is your hashtag usage appropriate? Will your use of a hashtag make your post part of a bigger conversation? Is your hashtag only used by you as a branding element?
  • 28. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Another way to look at this: Can anything be added or removed to make the message stronger to your audience?
  • 29. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia HOW HAVE WE MADE THIS WORK?
  • 30. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Make Conversations Happen • For the rollout of the President’s FY2016 budget, instead of a typical news conference, the NASA administrator gave a “State of the Agency” address at NASA’s Kennedy Space Center. • Remarks served as internal and external reminders of the progress made and the exciting work ahead on an integrated agency- led exploration initiative that secures America’s leadership in space. National Aeronautics and Space Administration
  • 31. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Work With Influencers • Aboard the International Space Station, NASA astronaut Scott Kelly fielded questions from YouTube creators who sent in video questions asking about aspects of his Year In Space. – Hank Green from Vlogbrothers – Louis from FunForLouis – Emily Graslie at the Brain Scoop – Kyle Hill from the Nerdist – Henry Reich from MinutePhysics – Destin from Smarter Every Day – Michael from VSauce National Aeronautics and Space Administration
  • 32. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We’re Structuring Content Around Themes • By creating story arcs around content and having all of our social media accounts join the same conversation, we can harness the power of the community to connect the dots on the work we are doing daily. National Aeronautics and Space Administration
  • 33. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We’re Leveraging Pop Culture: 2nd Screen National Aeronautics and Space Administration
  • 34. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We’re Exploring New Platforms National Aeronautics and Space Administration
  • 35. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We’re Exploring New Storytelling National Aeronautics and Space Administration Average People Reached: 1.8-2.2 million
  • 36. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Make Smart Partnerships
  • 37. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Seek to be in the Moment
  • 38. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Play In Pop Culture
  • 39. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Want to be Relevant
  • 40. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Share Our Bad Days
  • 41. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Share Our Bad Days
  • 42. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Share Our Good Days
  • 43. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Trend Topics about the mission trended on both July 14 and 15 on Twitter and Facebook
  • 44. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Answer When You #askNASA REDDIT AMA • Over 2,800 questions in 90 minutes • #14 top Reddit AMA’s of all time on the site; Most popular NASA Reddit AMA ever • Was the #1 item on all of reddit.com on July 14 • Team of 5 experts gave 107 answers • 8,705,379 subscribers to the AMA subreddit FACEBOOK Q&A • Had 6 experts provide 138 answers in 60 minutes • Received 3,609 questions • Total Facebook Q&A reach: 1,395,200 TWEETCHAT • 2 experts provided 63 answers in 45 minutes • 1,200 #askNASA questions asked by Twitter users
  • 45. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Also Answer From Space Astronaut Scott Kelly on the International Space Station took questions from his social media followers during his Year in Space
  • 46. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Invite Our Followers In
  • 47. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Build Compelling In-Person Events Provide memorable & dynamic experiences with: National Aeronautics and Space Administration Access & settings with unique national facilities Connections Between Virtual & IRL Information and Content Speakers (More Mid-level & Junior)
  • 48. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia We Create Brand Ambassadors  Event participants come from local communities and go home sharing NASA content within their circles of influence  Converts casual space enthusiasts into collaborators who want to share what NASA is doing National Aeronautics and Space Administration
  • 49. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Things to Think About • It’s easy to be a trending topic – how do you ensure conversation is not a flash in the pan? – Topical accounts help continue relevant conversation • Images & Video last longer than text – Updates are often fleeting, but visuals often sustain themselves in peoples news feeds • Be strategic – How does this social media post help further NASA’s messages/story? What does it contribute?
  • 50. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Geographic Events • Remember, most of your social media audience isn’t local and can’t get to things • Is there a virtual component that is streamed or is the same info available at an informational site we can direct audience to? • Think: How do I portray this same exhibit/presentation content online? Don’t cause a FOMO moment
  • 51. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Think Visual • Ensure it’s posted in high resolution on a NASA website • Post using a link back to that website so everyone can download the large copy • Ensure the first 30 words of a caption are clever and make people want to know more & keep reading the caption • If extreme vertical, be aware that many social sites will chop the top and bottom off upon upload
  • 52. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Video Is Now King on Social Media National Aeronautics and Space Administration All these social media platforms now support uploading/on-demand video directly and amplify native video over embedded links
  • 53. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Video Thinkers • Think Mobile: These days, more social media posts are viewed on the three-inch screen than on a computer. How will this look on a 3 inch screen? • Think Short and Tight: Videos with higher numbers of views are rather short. Attention Spans are short. Will people start watching and tune out before I tell them what I want them to know? • Think Muted: More than two-thirds of video watched on social media never has the sound turned on. Is the video at least closed captioned to be 508 compliant? Is all the information being talked about on audio also available visually? • Think About the Start: Video starts automatically playing in peoples timelines on Facebook & Twitter. The first 10 seconds are the most critical of a video and should be extremely visually compelling – not bumpers, logos, talking heads. If scrolling through a feed with material from lots of accounts, what would make you stop & watch? • Think Inside the Box: Are all of your titles and captions going to be readable on a small screen? On Instagram, will it all fit inside of a square?
  • 54. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia NASA Examples
  • 55. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia NASA Examples
  • 56. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia NASA Examples
  • 57. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia NASA Examples
  • 58. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia NASA Examples
  • 59. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia 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 internal social media trainings & skill-building opportunities for our practitioners • More integration of social media with traditional media activities • Measuring our effectiveness through analytics of events and campaigns • Continuing to improve the quality of social media messaging from all levels of NASA • Engaging new audiences in new ways National Aeronautics and Space Administration
  • 60. National Aeronautics and Space Administration http://www.nasa.gov/socialmedia Jason Townsend NASA Digital Team jason.c.townsend@nasa.gov Your Title Here 60
  • 61. Q&A Post Questions for Jason in the Chat Box