Our Social Media Manager, Sarah A. Parker, likes to opine on all things social media from time to time, so we’ve given her space to do just that here on our blog. She’ll cover everything from the new and unusual to the outdated and annoying. Got something she missed our something you’d like her to cover? Find her on Twitter @SparkerWorks.
When you think of “personality” in a brand, government isn’t the first thing that comes to mind (it’s probably Denny’s). But NASA runs some of my favorite social media accounts in existence because they manage to balance personality with science communication so well.
Here are the reasons I love NASA social media, plus what tips you can take away for your own brand. (Do better than just sending your brand advocates a branded swag, for example.)
Be everywhere your audience is
Nerds were some of the first people to populate the internet in its early days, so NASA knows they have to be pretty much everywhere to reach their people. The scope of NASA is huge- they have dozens of different centers of operation, projects and teams at any one time- and they’re smart about giving each one its own voice so those interested in a particular project can follow it more closely.
The Mars Curiosity Rover, for example, shares not only information and photos from its mission, but chimes in on pop culture happenings here on earth too:
— Curiosity Rover (@MarsCuriosity) January 9, 2017
Letting a sense of humor shine through is always smart for brands that the public might perceive as more intimidating or serious; it removes barriers and makes it more fun to learn about whatever information they happen to be sharing. And tapping into pop culture and other trends in a brand-appropriate way is a great way to stay relatable and relevant to your audience.
Support your projects in-house
Their accounts all retweet and support each other, leading to more discovery as people come across new projects and teams they might want to follow:
Six ways Opportunity @MarsRovers is like a teenager. Happy 13th Birthday, Oppy!
The accounts all have their own voice and presence that stay within the larger brand voice and values of NASA itself, an impressive feat of multi-channel social marketing. While most brands don’t have as many separate locations and projects to cover on social, the same approach can be applied to supporting employee presences across social, any other brands you’re friendly with, and more.
Think about how you can use your social presence as a brand to connect back to your community and industry.
Get social IRL
One of the absolute coolest things NASA does is set up socials (they used to be called “NASA Tweetups”) where their community of fans and followers get to meet up and hang out in real life, often experiencing up-close and in-person different projects NASA is working on. Talk about rewarding brand advocacy! Someone who’s been following a project launch from its incepting getting the chance to attend an actual launch is the best way I can think of to say thank you. Most brands just send a frisbee with their brand name on it or maybe a leather keychain.
Think about how you can really reward your most loyal fans and followers and you’ll not only cement your relationship with them, but show the rest of your followers that you really care about them and their investment of time in you and your brand is not a waste.
Featured image via Unsplash.