“This mandate to reach as many people as possible has been in NASA’s charter since 1958,” says Jason Townsend, Yembrick’s deputy on the social media team.

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For example, the Pluto photo was not only NASA’s most liked photo, but it also gained them 300,000 new followers. “Now 300,000 new people are learning about NASA,” says Townsend.

Read more: http://www.wired.com/2015/07/nasas-social-media-strategy-genius-kinda-maddening/