"If any organisation epitomises mankind's thirst for knowledge it's Nasa, whose social media division is constantly looking for ways to reach new audiences interested in science, technology and space travel. In the latest print edition of The Drum, we interview the marketers responsible for Nasa's social output, on exploring new frontiers and unchartered mediums. Whereas we once had famous footage of launches and landings as our must-see TV events, now we have live streams of Earth from the International Space Station,"
"As social media manager John Yembrick put it, the organisation can now "seed powerful content images and stories into people's feeds". Each post is tailored to a specific platform - visually striking images are published to Instagram, while Facebook and Twitter are more focused on the moment, publicising events, milestones and interesting snippets of information, and Stories, both of the Instagram and Snapchat flavour, provide a behind-the-scenes look at proceedings."
Nasa's social media division actively expands audiences by repackaging space content across modern platforms. Live streams from the International Space Station, 360° launch videos, and distant space photography broaden access to space experiences. Content is tailored by platform: visually striking images for Instagram; timely posts, event publicity and informational snippets for Facebook and Twitter; and behind-the-scenes Stories on Instagram and Snapchat. The organisation is exploring ultra-high-definition video and virtual reality to enhance engagement. Astronauts act as informal influencers, sharing nuanced personal accounts of space in real time, often on an ad-hoc, unmanaged basis.
Read at The Drum
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