Every month, we at MotiveQuest read dozens of social intelligence articles (so you don't have to). One I'm loving this month is this article from The Atlantic, NASA Is the Government's One True Viral Hit Factory.
Examining the social media phenomenon of the Mars rover Curiosity landing, The Atlantic really sums up the advice MotiveQuest has been sharing with clients who want to establish a social media presence. Don't rely on gimmicks or promotions to establish an engaged following. Instead, do what NASA has done so well:
1. Feature humans. People don't identify with organizations; they identify with the people in them. Recognizing this, NASA shares lots of footage of "normal" employees (not that anyone at NASA is normal). NASA's success is the success of thousands of individuals, and that's a lot more fun to watch than a "brand."
2. Personify. NASA has a Twitter handle, but they didn't rely on that handle to engage people in Curiosity's adventures. Curiosity has its own handle and, more importantly, its own funny, excited voice. (Robots and interplanetary rovers are
people, too - just ask Pixar's loveable Wall-E.)
3. Be useful. Curiosity's Twitter feed is fun, but it also delivers terrific utility. People don't have to remember to seek out new photos of Curiosity's adventures. Curiosity's Tweets push them out, performing a valuable service.
4. Partake in community. Curiosity doesn't just have followers on Twitter; he (or she) also follows people like Reading Rainbow's LeVar Burton, Star Trek's Spock and Apollo XI astronaut Buzz Aldrin, making Curiosity part of the community.
The real key to NASA's social media success is that they're using social media not to promote awareness, recognition, or recall of a carefully polished brand image, but to celebrate a passion for science and discovery. To make the most of your brand's presence in social media, dig deeper, celebrate what resonates with people, and follow the advice above.