NASA Continues To Emerge As A Social Media Savvy Agency

Although some people rightfully question whether or not the United States space program is significant without a self-sufficient means to send astronauts into outer space or return to the moon, NASA continues to take the lead in several areas of innovation, including its policy of proactive communication.

The space agency is steadily becoming a leader in education and conservation by means of its television webcasts, website content, and social media assets. Its ability to effectively use modern communication tools as a means for inspiration and awareness for under-covered scientific events is admirable, especially for Earth-bound observations such as the upcoming lunar eclipse.

NASA will provide full coverage of the lunar eclipse.

On Tuesday, April 15, NASA will broadcast live coverage of the lunar eclipse, beginning between 1 a.m. and 2 a.m. (EDT) and ending when the moon will enter the Earth's full shadow (or umbra) at approximately 3:45 a.m. on the East Coast (and 12:45 a.m. on the West Coast). The event is significant because the United States is in a prime orbital position to view the eclipse.

Depending on local weather conditions, anyone awake to witness the event will have a spectacular view looking into the sky as the moon's appearance changes from bright orange to blood red to dark brown and perhaps gray. Assisting NASA in its coverage is anyone who wants to participate.

The agency has invited anyone who is interested to share their images of the eclipsed moon on Instagram and the NASA Flickr group. Currently, the agency has hundreds of pictures of previous lunar eclipses along with educational illustrations and models. It will also cover the event on its television channel and share multiple telescopic views from around the United States.


Some additional plans made by the social media team include live conversations (including question and answer sessions) on Twitter, Google+, Facebook, and Instagram. Use the hashtag #eclipse to easily source the conversation. The agency also planned to host a Reddit Ask Me Anything (AMA) on Monday, April 14 at 2 p.m. with astronomers from the agency's Marshall Space Flight Center.

Live lunar eclipse resources are also available on a dedicated webpage. In addition to the photos, the educational webpage includes an animated simulation of what the eclipse might look like from the surface of the moon. This particular eclipse is receiving additional attention because the United States will not be able to witness a full lunar eclipse in its entirety again until 2019.

Sizing up the social media program at NASA.

NASA continues to be diligent in covering a broad spectrum of missions, programs, and projects. It largely succeeds in making its findings prolific across most major social networks, adapting the content to suit the specific best practice models of each platform.

It also earns high marks in making its resources readily available so individuals can join in the conversation. As a public agency, many of its photos, images, and artwork are in the public domain (provided the resources aren't used for commercial purposes).

Where the program is still in its infancy is in categorizing its content to engage specific interest groups as well as space generalists and agency loyalists. Specifically, while the agency does a relatively fine job categorizing its website assets by mission, program, and project, its social media efforts tend to feel exceedingly expansive.

The net impact to its outreach is that it still relies on traditional media to set the awareness agenda. People are more likely to hear about the lunar eclipse and, perhaps, less likely to learn about the NADA Cassini Images that may reveal the birth of a new Saturn moon. If the small icy object that formed within the rings of Saturn is a new moon, then NADA will have effectively witnessed something that could help explain the formation of our own moon.

What do you think? How effective has NASA been in adopting social media tools as part of its greater outreach efforts? What could it do better?

Going Social: NASA Turns Earth Day Blue

While NASA sometimes struggles with public relations to justify loftier goals and big ideas like a moon colony, there is no doubt that the agency is starting to find footing with social media. While the program is best described as fledgling (only because it lacks cohesion), there is something that can be learned from it.

Specifically, NASA is hosting Earth Day activities for three days in Washington D.C. and two days in Long Beach, Calif., but its physical presence is only the beginning of its efforts in support of Earth Day. Portions of the program will take advantage of real-time communication and engagement.

How NASA Communicates On Earth Day. 

• National Mall in Washington D.C. The main location will be held in Washington D.C., with three days of displays and presentations open to the public at the "NASA Village," mostly held from 11 a.m. to 3 p.m. today, and 11 a.m. to 5 p.m. on Saturday and Sunday. On Friday, there will also be live presentations hosted on the Earth Day Network stage (12th Street and Jefferson Drive SW).

• Live Webcast And Scientist Chat. Focusing on A High-Tech Checkup of Earth's Vital Signs on Saturday, NASA scientists will take people on a world tour from the vantage point of space, providing insights that can only be made possible from orbiting sensors. The webcast is scheduled to air 1 p.m. to 2 p.m. on Saturday, April 21. It will be viewed online at the NASA Village.

• NASA Earth Day Video Contest. Independent of these efforts, NASA is asking people to share their vision of what NASA's exploration of Earth means by creating a short 15-second to 2-minute video. The contest is being hosted by NASA's Goddard Space Flight Center in Greenbelt, Md., and participants are invited to draw from NASA's image gallery. Submissions will be accepted April 22 to May 31.

• NASA Center Activities, Jet Propulsion Laboratory. Other than being mentioned via NASA's Twitter and Facebook accounts, there will be another location-based event on Saturday and Sunday. Held at the Aquarium of the Pacific in Long Beach, Calif., attendees will share science research about our ocean planet, using exhibits and hands-on learning demonstrations for all ages.

How NASA Could Have Communicated Earth Day. 

All of the above efforts are admirable and certainly a step in the right direction, especially because they employ both physical locations and social media. But I cannot help wondering how NASA could have created a campaign with a greater national or global scope, something that could have captivated the world. Such a campaign might have included:

• YouTube video contest leading up to the Earth Day event (as opposed to after the fact).
• A social media campaign encouraging the media and bloggers to support an event.
• Ten physical locations supporting three days of featured events at staggered times (plus exhibits).
• The eleventh location would naturally be held on the International Space Station.
• A dedicated Ustream program that cuts into main events at each location on a rotating basis.
• Social media support for all of those rotating activities over the course of three days.

The concept is only a thumbnail, but NASA has enough locations around the United States to tighten its proximity to the public across the country — Texas, New Mexico, and Florida not withstanding. Such an effort could possibly bring the nation together on the successes of NASA not just in space, but on planet Earth as well.

Then again, I've never understood why this country hasn't made an effort to declare a national Space Day (of observance) on July 20, enabling NASA to make Earth Day a minor practice run for a much bigger event. After all, July 20 remains one of humankind's greatest accomplishments, underscoring that our destiny points to the stars if we ever want to gain a better perspective about the planet we call home. It seems to me, we don't think about space exploration enough.