How NASA uses Social Media to Connect
Post on 11-May-2015
2382 Views
Preview:
DESCRIPTION
Transcript
Using Social Media to Connect and Engage
1
National Aeronautics and Space Administration
Stephanie Schierholz, Office of Communications
http://www.nasa.gov/connect
Why Social Media?• More ways to tell your story.
• When used well, you can use social media to build relationships.
• Reach people where they are instead of requiring them to come to you.
• The conversation already is taking place; you cannot help shape it if you are not a part of it.
National Aeronautics and Space Administration
2
http://www.nasa.gov/connect
Social Media Challenges
National Aeronautics and Space Administration
3
http://www.nasa.gov/connect
Social Media Challenges for Gov’t
National Aeronautics and Space Administration
4
http://www.nasa.gov/connect
Social Media Foundation at NASAAccording 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
National Aeronautics and Space Administration
5
http://www.nasa.gov/connect
Integrating Social MediaWhere does social media belong within your
organization? Who is going to own it?• Tends to be either Web/IT or Communications• At NASA, it’s within the Office of Communications
– 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.
National Aeronautics and Space Administration
6
http://www.nasa.gov/connect
Who Else Needs to be Involved?
National Aeronautics and Space Administration
7
http://www.nasa.gov/connect
Getting Started with Social Media• Survey the options and your organization’s
resources; what makes sense?• Start small, with one account or one platform.• Outline a basic strategic plan.
– “Let’s experiment” counts, but you’ll still need to be deliberate.
• Jump in so you can learn by watching and interacting with others.
National Aeronautics and Space Administration
8
http://www.nasa.gov/connect
Incorporating Social Media• You learn by doing.• Look for those who are doing it well and see what
you can copy and apply.• Social media are most effective as communication
tools during a crisis, but you must have a presence before the crisis hits.
National Aeronautics and Space Administration
9
http://www.nasa.gov/connect
Social Media is Not a Press Release• Social media is a conversation – spend as much time
listening as you do speaking.• Provide GREAT content that will get people talking.• Do not automate your content.• 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.
National Aeronautics and Space Administration
10
http://www.nasa.gov/connect
Basic Social Media Engagement• Be present.• If necessary, set a calendar appointment to check
and respond to mentions and comments.• Focus on your audience. What do they want?
Not sure? ASK. • Look at what they are clicking/commenting on.• Be real and admit mistakes – it builds credibility.• Empower your people to respond and interact.
National Aeronautics and Space Administration
11
http://www.nasa.gov/connect
Provide a Personal Perspective• Personalize
interactions: – Be human in your posts. – Don’t be afraid of
emoticons or emotive words.
• Anthropomorphized accounts can work well to create connections: @MarsPhoenix
12
National Aeronautics and Space Administration
http://www.nasa.gov/connect
Visible spokespeople can reinforce messages and respond through personal/professional accounts: @Lori_Garver
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 can tell you what they find important.
National Aeronautics and Space Administration
13
http://www.nasa.gov/connect
Indentifying Opportunities• Build upon what you already have• Make it easy to find your social media accounts• Make it easy to share your content• Recognize the unique value you offer and make it
available• Take it offline
National Aeronautics and Space Administration
14
http://www.nasa.gov/connect
Build on Existing Assets
National Aeronautics and Space Administration
15
http://mobile.nasa.gov
Mobile version of www.nasa.gov
NASA Televison
16
National Aeronautics and Space Administration
http://www.nasa.gov/ntv
http://www.youtube.com/NASATelevision
National Aeronautics and Space Administration
17
http://www.nasa.gov/connect
Make Social Media Easy to Find
Make it Easy to Share
• Tweet the title of the story and URL• “Like" the story on your Facebook profile
18
National Aeronautics and Space Administration
http://www.nasa.gov/news
Share NASA videos tooNational Aeronautics and Space Administration
19
http://www.nasa.gov/videos
Switch to a new player in 2010 (VMIX) that emulates YouTube has made our videos much more popular
1,500 videos online = about 7.4 million plays in 2010
What Is Your Unique Value?
20
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• Insight• Expertise• Imagery• Data
NASA Blogs NASA blogs give website
visitors perspectives from all over the agency – from the NASA administrator to the web team “Behind the Page”
21
National Aeronautics and Space Administration
http://www.nasa.gov/blogs
Chat with NASADec. 21, 12-5 a.m. ETChat 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
22
National Aeronautics and Space Administration
http://www.nasa.gov/connect/chat
Twitter Chat
23
National Aeronautics and Space Administration
http://www.twitter.com/NASA
A picture is worth…
24
National Aeronautics and Space Administration
http://www.flickr.com/photos/nasahqphoto
NASA Apps
25
National Aeronautics and Space Administration
http://www.nasa.gov/apps
Take it Offline:Host an out of this world Tweetup
26
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
What is a NASA Tweetup?
27
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
28
NASA Tweetups are in person…
Bring together people
who follow @NASA
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Tweeps Come from Far and Wide…
29
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
30
NASA Tweetups are virtual and online…
National Aeronautics and Space Administration
Enabling and encouraging interaction with their followers
http://www.nasa.gov/tweetup
Same hashtag: #NASATweetup Same account: @NASATweetup
How does the community find each other?
31
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Successful Tweetups are special and memorableProvide unique or exclusive:
InformationSpeakersAccess Setting
32
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Successful Tweetups rock logisticsShort (sessions) Connected (WiFi)
InteractivePowered
33
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Out of this World: Moving people from…
34
National Aeronautics and Space Administration
http://www.nasa.gov/connect
“You may not have a spaceship, but your company has a fan base. They won't think of themselves as fans until they're in a room with like-minded people. They won't think of themselves as members of a community until YOU bring them together.”
- David Rosen, @davidhrosen (Director, Burson-Marsteller)
35
National Aeronautics and Space Administration
Your Title Here 36
http://www.nasa.gov/connect
top related