Study: NASA Is Out of This World for Use of Web, Social Media
NASA skyrocketed to the top of a new study that ranks 100 organizations in the public sector on effectiveness of their web, digital marketing, social media and mobile platforms.
The first-ever L2 Digital IQ Index for the Public Sector was conducted by Scott Galloway, a professor at New York University; Doug Guthrie, dean of the George Washington University School of Business; and a team of experts at L2, a think tank for digital innovation.
“NASA’s goal is to communicate the important work of thousands in our nation’s space and aeronautics missions as broadly as possible, and we employ numerous tools to do that,” David Weaver, associate administrator for communications at NASA, said in a news release.
The study reports NASA “is in its own stratosphere” compared with the 100 organizations reviewed. NASA was 26 points ahead of the next closest organization, the White House.
“NASA is the clear leader and is innovating on every platform,” George Washington University said in a news release.
At No. 3 was People for the Ethical Treatment of Animals (PETA), followed by the Army (No. 4), the Democratic National Committee (No. 5), the World Wildlife Fund (No. 6), the Republican National Committee (tied for seventh), the Nature Conservancy (tied for seventh), AARP (No. 9) and the U.S. State Department (No. 10).
The study highlights NASA’s use of “Tweetup” events, its partnerships with geo-location services Gowalla and Foursquare, and its social media aggregator site, the Buzzroom.
“NASA has been an innovator and a true leader when it comes to using social media and other digital tools to communicate about its important work,” Guthrie said.
Unlike NASA, the study found that more than half of the organizations reviewed sat at the bottom of the rankings—either in the “Feeble” or “Challenged” categories—“suggesting that most public sector organizations have yet to unlock the power of digital platforms.”
That stands in “stark contrast” to more digitally advanced sectors, such as automotive and specialty retail, the study said.
“Social media and other online strategies are critical tools that public sector organizations use to encourage transparency, engage constituents and serve the public in an era of cost cutting,” Guthrie said. “Our leaders and public sector organizations need to embrace these powerful new tools.”
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