SERVICE #1: Social Media and Public Engagement

Expanding NASA’s Social Media Leadership and Public Engagement

Other Information:

Overview: NASA uses social media tools to help the agency fulfill 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." Social media allow NASA to share information about the nation's space program and engage with a broader audience. Challenges: The key challenges NASA faces are identifying appropriate personnel and fiscal resources to engage fully with a deeply interested public and navigate the bureaucratic barriers that make it difficult to be nimble and responsive to evolving technologies and services. Background: NASA is a recognized leader in the use of social media. Since the agency got involved with these online communities in November 2008, NASA has expanded its social media presence and influence on such sites as Twitter, Facebook, You Tube, and Flickr. The @NASA Twitter account grew from 500,000 followers in 2010 to nearly 1.5 million in 2011. The effectiveness of NASA’s leadership in this area was reflected in the agency’s #1 rating in the L2 Digital IQ index for the Public Sector, scoring higher when measured against more than 100 other public and private organizations. In June 2011, NASA served as a consultant when the White House kicked off its first Tweetup. In executing its event, the White House used the NASA-­‐developed procedures as its model. The agency also expanded the execution of NASA Tweetups, which provide @NASA followers with the opportunity to go behind-­‐the-­‐scenes at agency facilities and events, and speak with scientists, engineers, astronauts, and managers. For the final two launches of the space shuttle, STS-­‐134 and STS-­‐135, more than 6,000 individuals applied for 300 tickets to watch the launch. People representing all 50 states and more than 12 countries attended. The events also attracted industry leaders and celebrities from across the country. Along with the traditional news coverage of NASA activities, the agency’s involvement in Twitter and other social media efforts resulted in more than 1,800 media reports in 2011, helping to solidify NASA’s position as a leader in new media. The agency has conducted a total of 26 Tweetups since the concept was adopted in July 2009.

Stakeholder(s):

• NASA Office of Communications: Office of Communications, NASA Headquarters


• The Public: Key Customer Groups: The key customer group is the public, specifically American taxpayers. Social media allow NASA to reach diverse customer groups: educators and students; scientists, engineers and academics; professionals; and people of all types.


• American Taxpayers


• Educators


• Students


• Scientists


• Engineers


• Academics Professionals


• People of All Types

Objective(s):

S 1.1: Feedback

S 1.1 Activity 1: Social Network Expansion

S 1.1 Activity 2: In-­Person Social Media Gatherings

S 1.2: Best Practices

S 1.2 Activity 1: Training

S 1.2 Activity 2: Social Media Strategies

S 1.3: Metrics and Standards

S 1.3 Activity 1: Reports

S 1.3 Activity 2: Meetings

S 1.4: Streamlining

S 1.4 Activity 1: FAQ

S 1.4 Activity 2: Content Repurposing

Content