Managing Out of This World
Social Media Efforts at NASA National Aeronautics and Space Administration Stephanie Schierholz, Office of Communications http://www.nasa.gov/ connect

Who are we? <ul><li>Stephanie L.
Schierholz </li></ul><ul><li>Social Media Manager and Public Affairs Specialist, Office of Communications, </li></ul><ul><li>NASA Headquarters </li></ul><ul><li>@NASA </li></ul><ul><li>@NASATweetup </li></ul><ul><li>@schierholz </li></ul><ul><li>Col. Douglas Wheelock </li></ul><ul><li>NASA Astronaut, </li></ul><ul><li>Johnson Space Center </li></ul><ul><li>178 days in space </li></ul><ul><li>Space shuttle mission STS-120 </li></ul><ul><li>International Space Station Expeditions 24-25 </li></ul><ul><li>@Astro_Wheels </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

@Astro_Wheels: NASA Explorer National Aeronautics
and Space Administration http://www.nasa.gov/ connect

Managing Social Media <ul><li>Assess your
organization's use of social media within its structure and culture </li></ul><ul><li>Move from organic to organized social media use (or start organized!) </li></ul><ul><li>Coordinate your organization's social media use across departments and locations </li></ul><ul><li>Create thriving social media and engagement with fans with limited resources </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

Where does Social Media fit?
<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>Who is responsible for engagement with: </li></ul><ul><ul><li>The public </li></ul></ul><ul><ul><li>The press </li></ul></ul><ul><ul><li>Key stakeholders (legislative, investors, etc.) </li></ul></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

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

Integrating Social Media at NASA
<ul><li>The Office of Communications manages social media: </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

Connect and Collaborate with NASA
http://www.nasa.gov/ connect National Aeronautics and Space Administration

Organizing Your Social Media <ul><li>Untamed
star-forming cloud </li></ul><ul><li>Dive in to social media with few constraints </li></ul><ul><li>Trial and error </li></ul><ul><li>An orderly planetary system </li></ul><ul><li>Measured social media use </li></ul><ul><li>Guiding strategic plan </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

Why Order a Social Media
Universe? <ul><li>Clarity of voice and message </li></ul><ul><li>Protecting your brand </li></ul><ul><li>Avoiding duplicative efforts and use of resources </li></ul><ul><li>Capture the creativity </li></ul><ul><li>Synergy: sum of the whole is greater than that of the parts </li></ul><ul><li>What will you do in a crisis? </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

How Do You Create Order?
<ul><li>Give to get: provide an incentive in exchange for registration information, such as an official listing http://www.nasa.gov/connect </li></ul><ul><li>Create a support or working group – most people doing social media on their own want to do it better </li></ul><ul><li>Become the expert </li></ul><ul><li>Build allies and pool resources </li></ul><ul><li>Use the authority you have </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

An Orderly Social Media Solar
System <ul><li>Determine the desired structure and processes </li></ul><ul><li>Where will the center(s) of authority lie? </li></ul><ul><li>Who can establish accounts and how? </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

Creating Order: Things to Consider
<ul><li>Terms of Service Agreements </li></ul><ul><li>Purpose of the account </li></ul><ul><li>Audience for the account </li></ul><ul><li>Why social media and not something else? </li></ul><ul><li>Does a similar account already exist? </li></ul><ul><li>Who will be responsible? </li></ul><ul><li>How familiar are the users with this platform? </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

More Things to Consider <ul><li>How
frequently do you plan to post to the account? </li></ul><ul><li>What is your plan for managing the account outside of working hours? Who is the emergency contact? </li></ul><ul><li>Is there a likely date after which content will no longer be updated? If so, what happens to it? </li></ul><ul><li>What existing company policies apply to the use of social media (officially and for private accounts)? </li></ul><ul><li>What guidelines does the company have for the use of social media? </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

Coordinating Across Centers National Aeronautics
and Space Administration http://www.nasa.gov/ connect

Coordinating Among Groups National Aeronautics
and Space Administration http://www.nasa.gov/ connect

Tools for Managing Social Media
<ul><li>Get tools to meet your needs: sharing accounts, assigning comments, timed updates, reporting, etc. </li></ul><ul><li>Many free tools are available </li></ul><ul><li>Decide if everyone will use the same tool </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

Use Social Media to Engage
<ul><li>Provide GREAT content that will get people talking. </li></ul><ul><li>Social media is a conversation – spend as much time listening as you do speaking. </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

Where Does Engagement Start? <ul><li>Build
upon what you already have </li></ul><ul><ul><li>NASA TV becomes http://www.nasa.gov/ntv </li></ul></ul><ul><ul><li>Videos become http://www.nasa.gov/video </li></ul></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 </li></ul><ul><li>Take it offline </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

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 and comments can tell you what they find important. </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ connect

Keep it Simple: Twitter Chat
National Aeronautics and Space Administration http://www.twitter.com/ NASA

Take it Offline <ul><li>NASA has
had great success with inviting our social media fans to in-person, behind-the-scenes opportunities at NASA centers </li></ul><ul><li>Events range from two hours to two days in length </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ tweetup #NASATweetup

Make Events 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

Successful Events Rock Logistics <ul><li>Short,
interactive sessions </li></ul><ul><li>Connected (WiFi) </li></ul><ul><li>Your Online Audience </li></ul><ul><li>Powered </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ tweetup

Come to a #NASATweetup! <ul><li>Registration
open now until 5 p.m. ET </li></ul><ul><li>Registration open Wednesday at noon ET through Friday at noon </li></ul>National Aeronautics and Space Administration http://www.nasa.gov/ tweetup

Your Title Here http://www.nasa.gov/ connect