Key audiences - Google Cloud, NASA FDL, and SETI Social Accounts

Part
01
of three
Part
01

Social Media Platforms: NASA FDL

NASA Frontier Development Lab (FDL) is on Facebook, Twitter, YouTube, and LinkedIn. Demographic and psychographic data on the followers for the various platforms was not publicly available, but some general insights on Twitter followers were pulled together and included below.

Facebook

  • There are 1,410 followers on the FDL Facebook page and 1,362 people like the page.
  • The most recent post on the page is from October 3, but prior to that there had not been a post since August 18th.
  • The 2019 post with the most engagement was from April 11. Katie Bouman had updated her profile pic with the following text, "Watching in disbelief as the first image I ever made of a black hole was in the process of being reconstructed." FDL shared this with a congratulations and 62 people liked/loved the post. Additionally, the post had two comments and five shares.

Twitter

  • There are 1,903 followers on the FDL Twitter page. This is also the only social media site that is promoted and can be directly accessed from the FDL website. There are only 15 posts (counted) from 2019 and the most recent is from June 26.
  • The June 26 post was a picture of the group participating in FDL 2019 and was the most engaged post of 2019. The post had one comment, 18 retweets, and 56 likes.
  • An unscientific scan of the bios of the Twitter followers found the following appear a significant number of times: PhD, science, machine learning, space, tech, student, research, and NASA. This may provide some insights into the people who are following the Twitter account.

YouTube

  • There are 55 subscribers on the YouTube channel and about 25 videos (counted) in total.
  • The top viewed video from the last year was the FDL Europe 2019 Results posted about a month ago, with 170 views.

LinkedIn

  • FDL has 596 followers on LinkedIn.
  • There are only two posts on the page and one announcing the opportunity to participate in FDL Europe received the most engagement, with 18 likes and one comment.

Research Strategy

To find data on the demographics and/or psychographics of the people who follow the various FDL social media accounts, we first looked for any publicly available tools that analyze social media accounts, specifically for demographics. This led to an article on Buffer that identified 27 free and paid tools, as well as an article by Brandwatch that also identified social media resources. An examination of the various tools such as Hootsuite, Quintly, and Klear found that the limited free tools were mostly for social media accounts people own (not competitors) and although free trials were available, they required providing contact information and credit cards to access. Therefore, this strategy was not successful.

We did find one potentially helpful site called Zoomph which provides Twitter audience analytics for over 250,000 accounts. Unfortunately, @nasa_fdl was not one of them.

Next we searched the NASA FDL website for news, press releases, or other reporting on its social media accounts or strategies for the various platforms. This led to articles by Fast Company reporting on progress FDL was making with AI and partnerships with companies such as IBM, there were no details on strategies for social media.

Since there was no publicly available information available to determine demographics or psychographics for any of the social media platforms, our final strategy was to try to compile the information ourselves. To do this, we accessed the followers page for the Twitter account. Our idea was to scan the bios of the followers to see if there were any commonalities. With 1,903 followers, it was outside the scope of this request to scan them all, and the data we did find is very unscientific. Therefore, the information should only be used as general insights rather than as definitive demographic data. These insights have been included in the Twitter section above. Additionally, screenshots of the partial list of followers can be found on the attached Google document.
Part
02
of three
Part
02

Social Media Platforms: SETI

Facebook, Twitter, Instagram, and YouTube are social media platforms being utilized by the SETI Institute. 73% of the SETI Institute's social media audiences are male.

SETI Institute: Social Media and Audiences

Top Posts based on Audience Engagements

Facebook

YouTube

  • According to Social Blade report, SETI Institute's video post titled "5 reasons not to storm Area 51", published August 1, 2019, is their top post for the past year with over 102.8K views, 949 comments, 61.1% engagement rate, and $51 — $411 estimated earnings.

Twitter

  • According to a Social Bearing report, SETI Institute's tweet about the ALMA Observatory, published last October 4, 2019, is their top tweet for the past year with over 1,256 engagements, or 0.18% engagement rate.

Instagram

  • According to a Vurku report, SETI Institute's Instagram post captioned "Red Sprite and Bright Meteor", and published last September 18, 2019, is their top post for the past year, with total engagements of 3,098, and estimated engagement rate of 6.89%.

Audience Demographics and Psychographics

  • According to a Zoomph report, SETI Institute's Twitter audiences are 73% male and 27% female.
  • 60.3% of SETI Institute's Twitter audiences are Millennials, or between the ages of 23-38 years old; 29.9% are Gen-X, or between the ages 39-54 years old; 7.6% are Baby Boomers, or between the ages 55-73 years old; and 2.1% are Gen-Zs, or between the ages 7-22 years old.
  • Some of the interests of SETI Institute's target audiences are news and media, programming and development software, social networks and online communities, watching TV or movies online, and video games consoles and accessories.
  • Some of the occupations of SETI Institute's social media platform target audiences are landscape gardeners, designers, teachers, astronomers, product developers, military, students, and hotel manager.
  • 34.38% of SETI Institute's audiences are from the U.S. according to SimilarWeb report.

Part
03
of three
Part
03

Social Media Platforms: Google Cloud

Our research found that across Google Cloud's social media platforms, the most audience engagement occurs on its YouTube channels. To the contrary, Facebook appears to be the platform with the least audience engagement.

Google Cloud's Social Media Platforms — Posts With Top User Engagement

1. Google Cloud Facebook

  • One of the posts with the most audience engagement that we found on Google Cloud's Facebook had 84 likes/reactions.
  • A post that yielded some of the most audience engagement that we found on Google Cloud's Facebook had 81 likes/reactions.

2. Google Cloud Platform Facebook

  • One of the posts with the most audience engagement that we found on Google Cloud Platform's Facebook had 92 likes/reactions.
  • A post that yielded some of the most audience engagement that we found on Google Cloud Platform's Facebook had 86 likes/reactions.

3. Google Cloud Twitter

  • The farthest back we could see posts on Google Cloud's Twitter was April 2019.
  • One of the posts with the most audience engagement that we found on Google Cloud's Twitter had 2,157 likes.
  • A post that yielded some of the most audience engagement that we found on Google Cloud's Twitter had 1,985 likes.

4. Google Cloud Platform Twitter

  • The farthest back could see posts on Google Cloud Platform's Twitter was May 2019.
  • One of the posts with the most audience engagement that we found on Google Cloud Platform's Twitter had 1,602 likes.
  • A post that yielded some of the most audience engagement that we found on Google Cloud Platform's Twitter had 189 likes.
  • The likely reason for the disparity between the likes for those two posts is that we excluded posts that Google Cloud Platform retweeted, since such posts (which had around 2,000 likes) don't show user engagement pertaining solely to Google Cloud Platform.

5. Google Cloud Instagram

  • The post with the most audience engagement on Google Cloud's Instagram had 3,737 likes.
  • The post with the second-most audience engagement on Google Cloud's Instagram had 2,103 likes.

6. Google Cloud Linkedin

  • One of the posts with the most audience engagement that we found on Google Cloud's Linkedin had 2,830 likes.
  • A post that yielded some of the most audience engagement that we found on Google Cloud's Linkedin had 1,079 likes.

7. Google Cloud YouTube

  • One of the videos with the most audience engagement that we found on Google Cloud's YouTube had 62,521 views.
  • A video that yielded some of the most audience engagement that we found on Google Cloud's YouTube had 43,387 views.

8. Google Cloud Platform YouTube

  • One of the videos with the most audience engagement that we found on Google Cloud Platform's YouTube had approximately 1.2 million views.
  • A video that yielded some of the most audience engagement that we found on Google Cloud Platform's YouTube had 259,803 views.

Research Strategy

To identify the top posts based on user engagement for each of Google Cloud's social media platforms, we reviewed the posts on each platform within the past two years. The metric we used to assess user engagement for all platforms except YouTube was likes/reactions. On YouTube, the comparable metric we used to assess user engagement was views because that's the customary metric associated with that platform. The platform with the fewest total posts by far was Instagram, with approximately 50 total posts. On the contrary, Facebook appeared to have the most posts, yet user engagement appeared to be the lowest on that platform based on likes/reactions. Lastly, some of the links above are to this Google Doc because we had to include screenshots of those particular posts, since URLs for those posts were not accessible to included as individual sources.
Sources
Sources