NASA a large organization, with over 500 social media accounts, has been able to build an audience with over 18 million Twitter followers. It is present on diverse social media platforms, from Twitter to Instagram, Facebook, Soundcloud, and Snapchat. How does NASA do it? And what can pharma learn from NASA about social media?
What do NASA and pharma have in common?
- Both are large organizations
- Both have many social media accounts
- Both deal with a lot of bureaucracy and red tape – NASA is a government agency and pharma is heavily regulated
- Both tend to be pretty traditional & not open to change
What is the overall social media objective(s) for NASA?
- Make NASA information interesting for people
- Reaching the broadest audience possible
How does NASA decide what gets posted? Is there an approval process?
- Accounts are managed by civil servants and are empowered to use social media
- No approval process, anyone can post, this can lead to mistakes but it is also powerful
- No social media policy – everyone is referred back to existing communications policy (social media is just another method of communication)
- No committee, no bureaucracy, just people passionate about space exploration
- There is collaborative effort among diverse departments
Which social networks is NASA most focused on?
- Goal is to frame the content as best as possible for each platform
- Platforms are constantly evolving and this allows for new ways to frame content
- The importance of influencers in social media cannot be overstated
What kind of content works best?
- NASA uses social media to tell a story – a story of why space exploration is important
- Content that is relevant
- Content that educates and entertains at the same time
- Content that is tailored to every social media platform and for your audience
The Science of Social Media: Inside NASA’s social media – John Yembrick (podcast)