What is simultaneously amazing and obvious about social media – and in this case, especially Twitter – is how easily our shared meat-based existence becomes an intimate of our virtual social worlds. Some things, like the ill-begotten Weather Channel flurry naming system, register as powerful but brief blips on our trending topics ( #nemo ugh ). The light that burns twice as bright, and all that.
Other topics, such as the saga of the retiring Pope and his subsequent replacement, generate multiple trending topics and hash tags. They bounce in and out of our social existence periodically, making their presence known only when there is some new thing to report and discuss.
But still other things, like the Mars Curiosity Rover, have launched entire new communities around both the technology and the people who make up the program. At the South by Southwest shindig this week, @MarsCuriosity and its attached social phenomenon were awarded the Interactive Award for Best Social Media Campaign. Along with the Curiosity Twitter account, the social media team at NASA also engaged the Twitter audience directly with heavy campaigning around the landing of the Rover:
NASA Tweetup and NASA Social events added a “you are there” element to the campaign. Social media followers were randomly selected to go behind the scenes for launch and landing. They met with scientists and engineers, took pictures, asked questions and shared the experience via their own social media accounts, making them citizen journalists and ambassadors for the mission.
Is it amazing that a car-sized hunk of metal gets 1.3m followers and its own parody account ( @SarcasticRover ) with 100k followers of its own? Or does this phenomenon speak to the power of space exploration in our collective consciousness?