Social media strategies that made NASA ‘the talk of the town’


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Although NASA is usually assumed as a ‘serious’ government space agency, John Yembrick — NASA’s social media manager along with his team has managed to turn space discovery into something relatable and engaging with millions of the audience. It certainly is much more popular than any other government organizations. How did they become one of the most influential brands globally?


John Yembrick (in the middle) and his team. Source: rocketstem.org

With only 3 social media leaders to oversee more than 500 accounts on 14 different social network platforms and no special budget, it sounds almost impossible for John’s team to attract attention and favor of such a huge number of followers (At the moment, NASA’s official twitter page got 18.9 million followers). The only benefit they have, according to John, is that they have access to an abundant source of content. Just like other marketing professionals, every day he goes to work, he asks himself: ‘How do I make this content and make people care about?’.

John finally revealed his secret! This may sound unusual, but the truth is, mostly everyone at NASA is empowered to be a social superstar. Any interested employees, even astronauts, at any time, can help them produce and contribute various types of online presence. Together, they stick to 3 rules of thumb.

1. The first rule they always bear in mind is be relevant or die. Don’t bombard your audience with too much information about your brand’s product! One of the key points that contributed to NASA’s online success is staying up-to-date with the trends.

Relevance is what keeps the target audience interested with your social media presence. Source: insightsnow.com

2. Social media is all about being part of a bigger conversation, thus, the second takeaway from John is to selectively find good conversation that your brand can fit in. For example, on Fourth of July, NASA’s twitter celebrated with a photo of galaxy that looked like fireworks.


Source: hubblesite.org

3. Last but not least, don’t forget to be proactive in reaching out to new target audience.


Brands should continuously try to look for and jump in suitable conversations to reach out to different target public. Source: Socioboard.com

It is easy to be on social network, but the real question is, how long can you keep your audience interested? Do you think John’s tips can help you improve your brand’s performance? Leave us your ideas in the comments below!

This article was inspired by Hailley Griffis’s ‘NASA on
Social Media: Inside the Strategies That Drive Social Media’s Most Info-packed, Beautiful Profiles’
on Buffer. It really hit the jackpot for content marketers, as it covers up all of the struggles that only them can understand. If you are stumbling with being relevant, then this one can really give you some useful insights!