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How NASA Uses Social Media to Connect

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Overview of how NASA uses social media to connect with and engage the public.

Presentation given by Stephanie Schierholz, NASA's social media manager, at the Social Media for Government conference in Washington, D.C., on July 13, 2011.

Publicado en: Tecnología, Empresariales

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How NASA Uses Social Media to Connect

  1. Using Social Media to Connect and Engage National Aeronautics and Space Administration Stephanie Schierholz, Office of Communications http://www.nasa.gov/ connect
  2. Why Social Media? <ul><li>More ways to tell your story . </li></ul><ul><li>When used well, you can use social media to build relationships . </li></ul><ul><li>Reach people where they are instead of requiring them to come to you. </li></ul><ul><li>The conversation already is taking place; you cannot help shape it if you are not a part of it . </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  3. Social Media Challenges National Aeronautics and Space Administration http://www.nasa.gov/ connect
  4. Social Media Challenges for Gov’t National Aeronautics and Space Administration http://www.nasa.gov/ connect
  5. Social Media Foundation at NASA <ul><li>According to the National Aeronautics and Space Act: </li></ul><ul><li>Sec. 203. (a) The Administration, in order to carry out the purpose of this Act, shall— </li></ul><ul><ul><li>(3) provide for the widest practicable and appropriate dissemination of information concerning its activities and the results thereof </li></ul></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  6. Integrating Social Media <ul><li>Where does social media belong within your organization? Who is going to own it? </li></ul><ul><li>Tends to be either Web/IT or Communications </li></ul><ul><li>At NASA, it’s within the Office of Communications </li></ul><ul><ul><li>The purpose is to engage the public. </li></ul></ul><ul><ul><li>Communications officers are trained to know what information is releasable and what is not. </li></ul></ul><ul><ul><li>It gives the Communications team feedback and a better sense of what messages are communicated effectively. </li></ul></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  7. Who Else Needs to be Involved? National Aeronautics and Space Administration http://www.nasa.gov/ connect
  8. Getting Started with Social Media <ul><li>Survey the options and your organization’s resources; what makes sense? </li></ul><ul><li>Start small, with one account or one platform. </li></ul><ul><li>Outline a basic strategic plan. </li></ul><ul><ul><li>“ Let’s experiment” counts, but you’ll still need to be deliberate. </li></ul></ul><ul><li>Jump in so you can learn by watching and interacting with others. </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  9. Incorporating Social Media <ul><li>You learn by doing. </li></ul><ul><li>Look for those who are doing it well and see what you can copy and apply. </li></ul><ul><li>Social media are most effective as communication tools during a crisis, but you must have a presence before the crisis hits. </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  10. Social Media is Not a Press Release <ul><li>Social media is a conversation – spend as much time listening as you do speaking. </li></ul><ul><li>Provide GREAT content that will get people talking. </li></ul><ul><li>Do not automate your content. </li></ul><ul><li>If you start a conversation, participate in it; </li></ul><ul><li>don’t start it and walk away. </li></ul><ul><li>Ask for and enable feedback – respond to mentions on Twitter, comments on blogs, Facebook, etc. </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  11. Basic Social Media Engagement <ul><li>Be present . </li></ul><ul><li>If necessary, set a calendar appointment to check and respond to mentions and comments. </li></ul><ul><li>Focus on your audience. What do they want? </li></ul><ul><li>Not sure? ASK. </li></ul><ul><li>Look at what they are clicking/commenting on. </li></ul><ul><li>Be real and admit mistakes – it builds credibility. </li></ul><ul><li>Empower your people to respond and interact. </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  12. Provide a Personal Perspective <ul><li>Personalize interactions: </li></ul><ul><ul><li>Be human in your posts. </li></ul></ul><ul><ul><li>Don’t be afraid of emoticons or emotive words. </li></ul></ul><ul><li>Anthropomorphized accounts can work well to create connections: @MarsPhoenix </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect Visible spokespeople can reinforce messages and respond through personal/professional accounts: @Lori_Garver
  13. Rules of Engagement <ul><li>Don’t “buy” likes; quality is better than quantity. </li></ul><ul><li>Quantity will result from quality interaction. </li></ul><ul><li>Find your amplifiers. Notice who is retweeting and sharing your information. </li></ul><ul><li>Notice HOW people are sharing your posts. Their edits can tell you what they find important. </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  14. Indentifying Opportunities <ul><li>Build upon what you already have </li></ul><ul><li>Make it easy to find your social media accounts </li></ul><ul><li>Make it easy to share your content </li></ul><ul><li>Recognize the unique value you offer and make it available </li></ul><ul><li>Take it offline </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  15. Build on Existing Assets National Aeronautics and Space Administration http:// mobile .nasa.gov Mobile version of www.nasa.gov
  16. NASA Televison National Aeronautics and Space Administration http://www.nasa.gov/ ntv http://www.youtube.com/ NASATelevision
  17. Make Social Media Easy to Find National Aeronautics and Space Administration http://www.nasa.gov/ connect
  18. Make it Easy to Share <ul><li>Tweet the title of the story and URL </li></ul><ul><li>“ Like&quot; the story on your Facebook profile </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ news
  19. Share NASA videos too <ul><li>Switch to a new player in 2010 (VMIX) that emulates YouTube has made our videos much more popular </li></ul><ul><li>1,500 videos online = about 7.4 million plays in 2010 </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ videos
  20. What Is Your Unique Value? <ul><li>Insight </li></ul><ul><li>Expertise </li></ul><ul><li>Imagery </li></ul><ul><li>Data </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect
  21. NASA Blogs <ul><li>NASA blogs give website visitors perspectives from all over the agency – from the NASA administrator to the web team “Behind the Page” </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ blogs
  22. Chat with NASA <ul><li>Dec. 21, 12-5 a.m. ET </li></ul><ul><li>Chat room at capacity (250) within 5 minutes until 4:30 a.m. </li></ul><ul><li>3,208 questions received, 2,393 answered </li></ul><ul><li>Total of 3,174 chat participants </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/connect /chat
  23. Twitter Chat National Aeronautics and Space Administration http://www.twitter.com/ NASA
  24. A picture is worth… National Aeronautics and Space Administration http://www.flickr.com/photos/ nasahqphoto
  25. NASA Apps National Aeronautics and Space Administration http://www.nasa.gov/ apps
  26. Take it Offline: Host an out of this world Tweetup National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  27. What is a NASA Tweetup? National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  28. NASA Tweetups are in person… <ul><li>Bring together people who follow @NASA </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  29. Tweeps Come from Far and Wide… National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  30. NASA Tweetups are virtual and online… National Aeronautics and Space Administration Enabling and encouraging interaction with their followers http://www.nasa.gov/ tweetup
  31. <ul><li>Same hashtag: #NASATweetup </li></ul><ul><li>Same account: @NASATweetup </li></ul><ul><li>How does the community find each other? </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  32. Successful Tweetups are special and memorable <ul><li>Provide unique or exclusive: </li></ul><ul><li>Information </li></ul><ul><li>Speakers </li></ul><ul><li>Access </li></ul><ul><li>Setting </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  33. Successful Tweetups rock logistics <ul><li>Short (sessions) </li></ul><ul><li>Connected (WiFi) </li></ul><ul><li>Interactive </li></ul><ul><li>Powered </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  34. Out of this World: Moving people from… National Aeronautics and Space Administration http://www.nasa.gov/ connect
  35. <ul><li>“ 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 .” </li></ul><ul><li>David Rosen, @davidhrosen </li></ul><ul><ul><li>(Director, Burson-Marsteller) </li></ul></ul>National Aeronautics and Space Administration
  36. Your Title Here http://www.nasa.gov/ connect

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