“The beauty of our decentralized model is that you have subject matter experts who oversee many of our accounts,” says NASA’s Deputy Social Media Manager Jason Townsend. “Social media isn’t their full-time job — it’s maybe five percent or 10 percent of their job and they are scientists, engineers, technicians and others who are full members of the mission team. This lends itself to people who are in the middle of it being able to authentically share the mission and get accurate answers to mentions on many of the social media accounts.”

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