Earth Matters: Promoting Science Exploration through Blogs and Social Media

NASA's Earth Observatory (EO) is a 13-year old online publication focusing on the communication of NASA Earth science research, including climate change, weather, geology, oceanography, and solar flares. We serve two primary audiences: the "attentive public"--people interested in and willing to seek out information about science, technology, and the environment--and popular media. We use the EO website (earthobservatory.nasa.gov) to host a variety of content including image-driven stories (natural events and research-based), articles featuring NASA research and, more recently, blogs that give us the ability to increase interaction with our users. For much of our site's history, our communication has been largely one way, and we have relied primarily on traditional online marketing techniques such as RSS and email listservs. As the information ecosystem evolves into one in which many users expect to play a more active role in distributing and even developing content through social media, we've experimented with various social media outlets (blogs, Twitter, Facebook, Google+, etc.) that offer new opportunities for people to interact with NASA data, scientists, and the EO editorial team. As part of our explorations, we are learning about how, and to what extent, these outlets can be used for interaction and outright promotion and how to achieve those goals with existing personnel and resources.