Managing Social Media at NASA
-
Upload
stephanie-schierholz -
Category
Technology
-
view
787 -
download
1
description
Transcript of Managing Social Media at NASA
![Page 1: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/1.jpg)
Managing Out of This World Social Media Efforts at NASA
1
National Aeronautics and Space Administration
Stephanie Schierholz, Office of Communications
http://www.nasa.gov/connect
![Page 2: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/2.jpg)
Who are we? Stephanie L. Schierholz
Social Media Manager and Public Affairs Specialist, Office of Communications,
NASA Headquarters
@NASA
@NASATweetup
@schierholz
Col. Douglas Wheelock
NASA Astronaut,
Johnson Space Center
178 days in space
Space shuttle mission STS-120
International Space Station Expeditions 24-25
@Astro_Wheels
2
National Aeronautics and Space Administration
http://www.nasa.gov/connect
![Page 3: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/3.jpg)
@Astro_Wheels: NASA Explorer
3
National Aeronautics and Space Administration
http://www.nasa.gov/connect
![Page 4: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/4.jpg)
Managing Social Media
4
National Aeronautics and Space Administration
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
![Page 5: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/5.jpg)
Where does Social Media fit?
5
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• 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.)
![Page 6: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/6.jpg)
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
National Aeronautics and Space Administration
6
http://www.nasa.gov/connect
![Page 7: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/7.jpg)
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
National Aeronautics and Space Administration
7
http://www.nasa.gov/connect
![Page 8: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/8.jpg)
http://www.nasa.gov/connect
Connect and Collaborate with NASA
National Aeronautics and Space Administration
8
![Page 9: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/9.jpg)
Organizing Your Social Media
• Untamed star-forming cloud
• Dive in to social media with few constraints
• Trial and error
• An orderly planetary system
• Measured social media use
• Guiding strategic plan
9
National Aeronautics and Space Administration
http://www.nasa.gov/connect
![Page 10: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/10.jpg)
Why Order a Social Media Universe?
10
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• 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?
![Page 11: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/11.jpg)
How Do You Create Order?
11
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• 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
![Page 12: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/12.jpg)
An Orderly Social Media Solar System
12
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• Determine the desired structure and processes
• Where will the center(s) of authority lie?
• Who can establish accounts and how?
![Page 13: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/13.jpg)
Creating Order: Things to Consider
13
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• 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?
![Page 14: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/14.jpg)
More Things to Consider
14
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• 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?
![Page 15: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/15.jpg)
Coordinating Across Centers
National Aeronautics and Space Administration
15
http://www.nasa.gov/connect
NASA HQ Ames
Research Center
Dryden Flight Research
Center
Glenn Research
Center
Goddard Space Flight
Center
Jet Propulsion Laboratory
Johnson Space Center
Kennedy Space Center
Langley Research
Center
Marshall Space Flight
Center
Stennis Space Center
Wallops Flight
Facility
![Page 16: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/16.jpg)
Coordinating Among Groups
National Aeronautics and Space Administration
16
http://www.nasa.gov/connect
Education
&
Outreach
Records
Web
General Counsel
CIO
IT
![Page 17: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/17.jpg)
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
National Aeronautics and Space Administration
17
http://www.nasa.gov/connect
![Page 18: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/18.jpg)
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.
National Aeronautics and Space Administration
18
http://www.nasa.gov/connect
![Page 19: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/19.jpg)
Where Does Engagement Start?
19
National Aeronautics and Space Administration
http://www.nasa.gov/connect
• 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
![Page 20: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/20.jpg)
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.
National Aeronautics and Space Administration
20
http://www.nasa.gov/connect
![Page 21: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/21.jpg)
Keep it Simple: Twitter Chat
21
National Aeronautics and Space Administration
http://www.twitter.com/NASA
![Page 22: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/22.jpg)
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 hours to two days in length
22
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
#NASATweetup
![Page 23: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/23.jpg)
Make Events Special and Memorable
Provide unique or exclusive:
Information
Speakers
Access
Setting
23
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
![Page 24: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/24.jpg)
Successful Events Rock Logistics Short, interactive sessions
Connected (WiFi)
Your Online Audience
Powered
24
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
![Page 25: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/25.jpg)
Come to a #NASATweetup!
Registration open now until 5 p.m. ET
Registration open Wednesday at noon ET through Friday at noon
25
National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
![Page 26: Managing Social Media at NASA](https://reader033.fdocuments.in/reader033/viewer/2022052823/555057feb4c90574428b4be1/html5/thumbnails/26.jpg)
Your Title Here 26
http://www.nasa.gov/connect