Explore Andrea Lloyd's Social Media Campaigns

Social Media Management

NASA Stories of the Year Award 2024

The NASA Stories of the Year Awards showcases both the act of writing and the impact of words, honoring creators who bring ideas to life that resonate across cultures and generations. I won runner-up in the 2024 Digital Submissions category with a tweet from the @ISS_Research account, before it was transferred to NASA Science. Let's look at some of the guiding principles through this tweet.

Fact-based: The International Space Station deployed several CubeSats into Earth's orbit which are designed by educational, government, corporate, and other groups to explore science and technology across many disciplines.
Social Listening: This X post jumps on the “very demure” trend that went viral in August 2024, describing a recent CubeSat deployment from the space station.
Community Participation: The JAXA space station research account quote tweeted this X post as well, creating an international moment for English and Japanese speaking public audiences to enjoy.
Accessibility for All: Image description included reads: "In the center of the image, four metallic cube-shaped satellites are deployed into orbit. In the background, blue ocean and white clouds."

View the Tweet

View the Reel

Record Breaking Space Station Reel

During an extended mission spanning June 2024 to March 2025, NASA astronauts Butch Wilmore and Suni Williams conducted hundreds of science investigations while aboard the International Space Station. At the ISS Research Program office, we worked to refocus media attention from the two being "stranded in space" to a science-packed mission. Williams' work on AstroBee REACCH was one of many highlighted science experiments and demonstrations during the duo's space mission.

This reel garnered over 23 million views, breaking our previous record of 8 million. As of 2025, it stands as the most viewed reel on the Space Station Instagram account and a top performer across all of NASA's social media feeds. Over 91% of the video's reach came from new followers, helping more people engage with space station research.

Fact-based: The reel captures a simple moment of an astronaut supervising a new demonstration, the ability to catch floating items and potentially recover orbiting objects in space.
Social Listening: This Instagram reel leveraged the world's attention on the "astronauts stuck in space" to showcase the everyday work that happens aboard the International Space Station.
Data-Driven: Part of the logic with highlighting this experiment was a previous X post of AstroBee wearing a Santa hat for the holidays which reached over 90K views. The public's engagement with that image helped lead to highlighting Williams and the free-flying robot later in February2025.

Guiding Principles for Social Media

Fact-Based

All content is rooted in verified scientific facts and agency-approved information to maintain public trust and credibility.

Data-Driven

I utilize metrics and analytics to measure content performance, optimize campaigns, and guide strategic decisions that maximize reach and impact.

Social Listening

I continuously monitor public conversations and sentiment to inform our strategy, anticipate concerns, and ensure our messages are relevant and timely.

Cross-Platform Performance

I tailor content for native performance on each channel to ensure seamless delivery and a cohesive narrative across the entire digital ecosystem.

Community Participation

I actively engage with our audience, fostering two-way conversations to build a loyal community around space exploration and science literacy.

Accessiblity For All

I commit to making every piece of digital content, including images and videos, fully accessible to ensure equitable participation for all users.

Click on an image for a closer view.

EVA 92 Communication With my teammates, I initiated and led science comms efforts for the ISS External Microorganisms event to ensure coverage across social and NASA comms products. Info about the experiment was also included in PAO products and during mission coverage. Over a dozen news organizations picked up on the story from the image article the team released before the spacewalk. In three days, the post-spacewalk content reached over 2M views across social media platforms.	LIVE from Space PAO Leah Cheshier and NASA astronaut Matthew Dominick lead a live conversation from NASA Johnson with NASA astronaut Don Pettit from the space station's cupola. This was the first time an astronaut conversation was twitch-streamed from space. It was a BLAST to plan behind the scenes, providing talking points, writing social copy, managing the live chat, and prepping Leah and Matthew.	Instagram Reels In 2023, ISS reels featuring research achieved 2.5 million views. A year later in 2024, the top 8 research reels achieved over 17 million views alone (which is over a 680% increase).
SpaceX Dragon Closeout Tour Over 11,000 likes, comments, and shares on the original post in 2024 on the @ISS_Research Account. This X Post had the most engagements of all ISS Research posts in 2024. SpaceX retweeted this as well.	Twitter Spaces: Earth Day While I was working with ISS Research Communications, we led a headquarters-level Earth Day panel using X Spaces to discuss current Earth and climate science research conducted by the agency. We brough in experts from several centers to share the variety of ways NASA conducts Earth science. Public Metrics: 110 #AskNASA Questions 32.5K Listeners 2.2M Reach across accounts	LinkedIn Post
Live Coverage on X	Live Coverage Support NASA Human Spaceflight launch, return, and spacewalk events throughout the year (8+ events) through @ISS_Research on X, formerly known as Twitter, with 1.33 million followers	X Post for Launch
X Post: Science Payload	Newsletters I've managed weekly and monthly newsletters for the USGS and ISS Research.