Explore Andrea Lloyd's Social Media Campaigns

Social Media Management

Welcome to my showcase of strategies for engaging audiences in complex science and space topics. My work follows key principles: factual accuracy for credibility, social listening for strategy, data-driven insights for growth, community involvement, cross-platform optimization, and accessibility. Here, you'll find samples of my social media creation and management reflecting these principles.

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

Content is tailored 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

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

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

Samples

Click on an image for a closer view.

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).	X Post: Dragon Capsule Tour Over 11,000 likes, comments, and shares on the original post in 2024 on the @ISS_Research Account. 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.