Space brand @NASA has over 30 million followers on Twitter, but the organization has also galvanized its audience by sharing content across 500 social accounts aimed at niche communities, including the @NASA_Astronauts handle which accounts for individual astronauts, space stations, and missions.
These niche accounts offer behind-the-scenes looks at agency initiatives and streamline content to the followers who are most receptive to it.
Engaging different audiences across multiple accounts requires a serious listening strategy. And while tapping into Twitter insights and actively listening to different audiences can uncover positive feedback and praise, it can also expose areas where people feel underserved.
After auditing its Twitter audience using insights from Sprinklr, a comprehensive social suite, NASA realized that while its fans enjoyed stunning photos of space and behind-the-scenes looks into missions, there was a group of people who wanted to know what space sounded like, too.
“Everybody has that little bit of childlike wonderment in them,” says Jason Townsend, deputy social media manager at NASA. “If we can find that curiosity in every person out there and pull it out of them, then we can really engage with an audience that is interested in what we’re talking about.”