Astronaut Chris Hadfield has successfully returned from a 5-month mission as commander aboard the ISS and has undoubtedly inspired a generation through his unprecedented use of social media and content creation.
When reviewing the history of his busy orbital publication calendar, it became clear that there are many important lessons and reminders about social media and content development that businesses, brands, marketers and advertisers can benefit from.
Here are 7 things that stood out to me from Chris’ success on social media:
1 – Even a tweeting astronaut needs a little help from a social media team
Chris’s son, Evan, was responsible for helping his father carry on conversations, post updates, link to related content, and more.
Establishing, nurturing and engaging social media communities can be significant work and can benefit from having multiple people not only contributing to day-to-day management, but also to strategy, content ideas, creative approaches to using social media platforms, content curation, production management, and more.
2 – It’s okay to laugh a little
With relative frequency, Chris posted updates that were light and humourous.
Humour is a fantastic way to entertain an audience, demonstrate personality, add variety to your content mix, make yourself seem approachable, and attract new audience members to your community.
3 – Even if you’re in space, you should remember that your audience is on Earth
Virtually all of Chris’ social media updates satiated the appetite of average people to learn the fundamentals of what it is like to experience living in space.
Oftentimes, the best performing educational content will not be the most advanced. The reason why most people seek out information online and through social media networks is because they don’t have a deep understanding – such as formal education or vast experience – of the subject matter that is of interest to them. Therefore, they’ll benefit most from what you might consider to be fundamental.
4 – Plan ahead to optimize your production value
It is clear that some of the content Chris produced while on the ISS was pre-planned, and it showed in the production value (view Chris Hadfield’s fantastic reimagining of David Bowie’s “Space Oddity” here).
Planning the creation of content affords you the ability to think about optimal production techniques and processes, refine ideas, edit for superior quality, be comfortable and confident in your performance (if applicable), assemble a team to assist you, and achieve greater production value than would otherwise be possible.
5 – Involve your community of Earthlings
Throughout his mission, Chris responded to questions, video conferenced, and encouraged his audience to engage with his content.
It seems a bit silly to say, but don’t forget that social media should be social. Businesses and brands frequently operate in a vacuum on social media, treating it more like a broadcast platform than a tool through which to interact and engage with their audiences. Be social and get your audience involved.
6 – What seems mundane to you, can be fascinating to others
Many of Chris Hatfield’s most popular social media content is of his everyday experiences in space, which proved to be fascinating.
You are an expert in your field for a reason. You have experience and knowledge that others do not possess. You probably are chalk full of information, ideas, and experiences that your audience would find fascinating for you to share, even if to you it seems mundane and relatively basic.
7 – Add value by offering a new perspective
When you think of an astronaut engaging an audience on social media from space, you probably think they’ll be focused on the stars, planets, the vastness of space, and more otherworldly things. While Chris could have published content about these things, he chose to focus much of his attention back at Earth, effectively giving us a new perspective on ourselves.
Sometimes there is huge value to offer by giving your audience a new perspective on subject matter that is familiar to them. Whether you are creating content, or refining the value proposition of your business, try not to overlook what your consumers might think they already know, and try offering them a new view on the familiar. It can be extremely powerful.
What are your most memorable moments of Chris Hadfield’s mission and activity on social media?
Let me know in the comments, or on Twitter @RGBSocial, it would be fun to geek out with you about this.
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