NASA: Building Social Colonies

@CassiniSaturn  

@MarsCuriosity  

5  @NASAVoyager  

100% Organic

@NASA_Hubble  

@MarsPhoenix  

NASA on Twitter @NASA 19 million

@NASAHQPhoto 2.3 million

@MarsCuriosity 3.4 million

@AsteroidWatch1.3 million

@StationCDRKelly 1.04 million

67th  most  followed  account    

Share the good days

…and the bad days.

@AsteroidWatch  

Understand  our  audience(s)  

Engagement

360 and VR

Take it offline

@NASASocial  

“I’m sitting at a table with a physics student, airplane designer, TV director, science-fiction writer and freelancer from WIRED Magazine!”

– Holly Ewing-Suso“The Tech eMom” via Facebook

“What no one could have predicted is the degree to which the Tweetups have also created a close-knit and enduring community, building bonds among people who share a love of space exploration. In some cases, the gatherings have transformed lives.”

-- Mitchell Landsberg Los Angeles Times  

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Juno Launch to JupiterKSC/Cape Canaveral

You are absolutely incredible in what you do. You have the ability to reach people through social media.

We can reach people who never got any word about NASA. Some of them didn’t have an interest in NASA.

Just by your being here and doing what you do, you’ve opened up avenues of communication for us.

Literally millions more people than we used to communicate with before.

— Administrator Charlie Bolden to NASA Social participants

Fans    Followers    Consumers  

AMBASSADORS    CREATORS  

 EMPOWERED  ADVOCATES  

We empowered a community that showed up when we couldn’t

15,000 posts by 4,400 users 44 million potential impressions

#ThingsNASAMightTweet  

“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 SVP, Makovsky (now Edelman)