- Embrick, J. (2014, May 15). NASA Ranked High in J.D. Power’s Inaugural Social Media Study of Government. NASA. Retrieved July 14, 2014, from http://www.nasa.gov/press/2014/may/nasa-ranked-high-in-jd-power-s-inaugural-social-media-study-of-government/#.U8QeJvldWSo
- in this article, there is a description of an award for the most interaction with the public through social media. This award is presented by J.D. Power. The award states that NASA ranked high with how NASA interacts through social media. There are many links involved where when you click, the website basically insists that everything NASA is doing is updated regularly with many pictures, videos, and descriptions.
- Nugget: “Increasingly, more and more people are getting their news from online sources, and we strive to share our story of exploration and discovery with the public through these digital channels, including social media,” said David Weaver, associate administrator for Communications at NASA Headquarters in Washington. “As NASA embarks on missions to go farther in space than ever before, we will look for new ways to engage the public and share the experience.”
With the higher usage of smart phones and technology improving the iPads and Notebooks, NASA understands how to grab publics attention at its finest. With the implementation of regular updates though instagram, twitter, tumblr, and it’s own website, NASA ensures a high rate of public engagement.
- Nugget: “NASA Socials, formerly known as NASA Tweetups, have brought thousands of people who engage with the agency via social media together for unique in-person experiences of exploration and discovery. Since 2009, NASA has hosted 80 NASA Socials at more than a dozen locations. Attendees have had the opportunity to witness space shuttle launches, spacecraft launches to the moon, Jupiter and Mars, fly an F/A-18 flight simulator and rub elbows with astronauts and NASA’s administrator.”
This is one of the ways NASA uses social media to engage the public. To this date, witnessing public launches and national launches is still popular. In order to keep the public hyped about such events, NASA hosts these socials at many locations so that many people have the opportunity to witness many launches, and missions. Simulators provide an experience that one can’t actually go through in real life. The public also has the opportunity to go through these simulations that astronauts and mission specialists do.
- NASA. (2013, May 15). Social Media Accreditation Opens for Next Orbital Sciences Antares Launch. NASA. Retrieved July 14, 2014, from http://www.nasa.gov/content/social-media-accreditation-opens-for-next-orbital-sciences-antares-launch/#.U8Qi4PldWSo
- The link that I chosen is an example of a NASA Social. For a governmental agency, it is important to show the public what is going on with them. So NASA invites social media users to apply and out of those who apply, a certain amount are selected. These special few are able to hang around engineering teams, and see what goes on before a launch and even after launch. They get the ability to get media passes and see launches from up close. The media users must also be active with their own media accounts, such as twitter, tumblr, and instagram just to name a few.
- Nugget: “Social media credentials give users a chance to apply for the same access as journalists in an effort to align the access and experience of social media representatives with those of traditional media. People, who actively collect, report, analyze and disseminate news on social networking platforms are encouraged to apply for media credentials. Selection is not random. All social media accreditation applications will be considered on a case-by-case basis. Those chosen must prove through the registration process they meet specific engagement criteria.”
To ensure that NASA gets every bit of attention through the social media, they get the best social media users to apply. They go through an application process and have to meet certain criteria. When NASA selects these social media users, they stress the fact to engage them into their accounts. When the NASA Social is over, they expect the users to blow up their feeds with all kinds of news and experiences. NASA gets every bit of information out to the public not only through their own websites and social media accounts, but through others as well.
- Nugget: “Do I need to have a social media account to register? Yes. This event is designed for people who:
- Actively use multiple social networking platforms and tools to disseminate information to a unique audience.
- Regularly produce new content that features multimedia elements.
- Have the potential to reach a large number of people using digital platforms.
- Reach a unique audience, separate and distinctive from traditional news media and/or NASA audiences.
- Must have an established history of posting content on social media platforms.
- Have previous postings that are highly visible, respected and widely recognized.”
According to NASA, in order to attend or to be considered at least, applicants have to meet the criteria listed above at least. When NASA wants to go out of its way to reach the public, they rely on their NASA Socials. These programs are highly competitive and require a high amount of individuals to apply, and that’s exactly what happens.
- Mulready, R. (2013, September 15). What NASA Can Teach You About Social Media Marketing. . Retrieved July 14, 2014, from http://rickmulready.com/nasa-social-media-marketing/
- John Yembrick is a social media genius for NASA and completely transformed it’s vision to get it’s name out there and get information about NASA’s current and future goals to the public. The way NASA operates its company is as a marketing frame. In order for any company to get its name out and let people know what it does and how they do it, marketing is the access to the public. Any company looking to grow and expand should look at the way NASA operates its social media platforms.
- Nugget: “Are you using social media to tell the story of your business? If you’re not, you’re missing a huge opportunity to connect with your consumers.
One way to tell a story is by giving your most popular flagship product its own voice.
The Rover speaks in the first person in a fun and witty tone and has built up millions of fans and followers.
The campaign has been so successful that, as I mentioned above, the Rover won a Shorty Award for Foursquare Mayor of the Year. That’s a pretty big feat for somebody who doesn’t even have a smartphone.”
With technology advancing like no other, NASA gave one of its most popular and famous rover the ability to voice what it sees by giving it multiple social media accounts. The rover has uploaded all of its missions in first person. This idea has given millions of people a view of what’s going on outside of our planet. The usage of social media plays a huge role for NASA, and they have taken nothing for granted.
- Nugget: ”
I can’t stress this enough and have written about it extensively.
Find out where your customers hangout online and then make sure you have a presence there, too.
Pretty simple, but so many businesses overlook this step.
Although NASA is on several social channels, it focuses a lot of its effort on Google+.
Why? Google+ users tend to be tech savvy and forward thinking, which aligns really well with NASA’s target audience. So, NASA leans on it as an effective channel to communicate with its audience.
They also use Google Hangouts to hold live (and free) Q & As and informational meet-ups for their followers. According to John, these have become a super successful way to connect with their audience.
How could you use Google Hangouts to engage and connect with your customers?”
Back in older days, if somebody wanted to see someone’s face and interact, one would have to be in person to witness such events. But today, Oovoo, Skype, FaceTime, and Google+ are just a few methods to use in order to completely revolutionize connections. Informational meetups are a huge success for NASA, as they take information and let the viewers know. They also have their own NASA channel on television, which displays many different kinds of information that viewers see.
Synthesis: All three of these links have a big connection with each other and how technology has influenced a mass public awareness through social media. Through NASA’s Socials, the public has an opportunity to see what NASA does in person. They are able to see many teams work together and see what it’s like for a launch or even a mission. By seeing a mission, they upload everything about their trip over the social media for more awareness through the public, enhancing NASA to not worry about budget cuts that could potentially close the agency. Actually, NASA doesn’t even have a budget for social media. We see many pictures being uploaded by NASA, but when they use rovers and create accounts for them, everything because first person. In social media today, we see how these rovers have their own accounts so the public can see what they are up to. To sum it all up, this happens to show that NASA has a huge marketing capability. After all, government agencies tend to be more known for their bureaucracy and red tape than for their openness and social prowess.