February 6, 2017
Apollo 11 and Social Media
Using the channels of Twitter, Snapchat, and Facebook, I would broadcast the before and after of the Apollo 11 moon landing with the American public as my audience. The three channels would have different purposes, each would correspond with the different age groups in America: teens, young adults, and older adults that are more likely to use the individual platforms and who have access to a TV or Radio to access the launch. The priority is to send the message of pride and unity, and dispute the negativity that the Cold War has on the public through showcasing a successful, positive event.
Twitter would be useful after the launch and landing. This platform would be targeted to the young adult group. It can be used to create a trendy campaign slogan. It is less formal than Facebook, but better equipped than Snapchat when it comes to broadcasting a memorable message. An example of a slogan I would use is #MADEIT. By creating a phrase that associates itself with the launch there is a link between the event and the hashtag. The downfall of this platform is that it is publicly accessible. The drawbacks would include the possibility of negative publicity. An example of this could be Russia tweeting #SPUTNIK in opposition. While there would not be much that could be done if this occurs we would make sure that everything posted was neutral enough to not incite angry responses.
Snapchat, on the other hand, would be used for both before and after the launch. And this platform would be primarily targeted for teens. By being able to have short videos, I can create narrowcasting that draws the public in from their mobile devices. I would take advantage of this type of channel by creating “behind the scenes” shorts to add a more personal level to the Apollo 11 launch. I would also add filters that both advertise the launch and play upon the fun aspects of space (the dream of being an astronaut and exploring the unknown). Snapchat’s feature of live video posting would also come in handy during the actual launch to make the public feel connected with the event. Making it personal and allowing them to be a part historical event. The negative aspect of this is that Snapchat will only reach a target audience of those interested enough to click on the video feed. Also the video would have to be filtered so that anything posted on the live feed is relevant to the actual launch.
Unlike Twitter and Snapchat, Facebook can be used before and after the launch to create hype for the event. Instead of trendy posts and short videos, this media would be used for lengthier articles and event planning. Because of this this platform would be targeted to the older adults. These articles with more substance to them rather than short campaign videos or slogans like Twitter and Snapchat will provide more insight into the launch. Mindfully placing news that is accurate on the platform goes towards further educating the public on the launch and hopefully gives the American people the opportunity to understand the significance of the event - therefore taking away the superficiality that trendier platforms may lend to it. The main issue I would probably run into is the issue of false reporting and other groups misrepresenting the brand of NASA and Apollo 11 using this platform (Facebook).
These three social media platforms provide the opportunity for NASA to advertise the launch to the public, with a broad range of methods that include video, slogans, and essays. By assigning each of these mediums to a different age group, NASA can capitalize on getting the most effective coverage. They can also make sure that the main methods of viewing and hearing about the launch are advertised to get a higher viewing rate on television and audiences listening on radios. Most importantly, these three platforms targeted for the specific groups is meant to boost overall hype, not to be the only method of which to view or hear about the event.