National Centers for Environmental Information and Social Media: Reaching the World Using Facebook and Twitter

NOAA’s National Centers for Environmental Information (NCEI) houses and provides access to one of the most significant archives on Earth, with comprehensive oceanic, atmospheric, coastal, and geophysical data. With more than 26 petabytes of data, NCEI is the world’s largest provider of environmental information that spans from the depths of the oceans to the surface of the sun and from prehistoric to modern times. NCEI preserves, stewards, and maximizes the utility of the U.S. Federal government’s investment in high-quality environmental data. Private industry and businesses, local to national governments, academia, as well as the public all utilize NCEI’s wide range of products and services.

NCEI uses Facebook and Twitter in this ever-connected digital world to effectively communicate our mission and the value of our data, products, and services while building trust and fostering transparency. NCEI currently operates four social media accounts, two reaching our Center for Climate and Weather audience, and two to reach our Center for Coasts, Oceans, and Geophysics audience. This presentation will explore the demographics for each account, growth in follower numbers, reach and click throughs, and increased engagement across each of NCEI’s social media accounts since January 2015. We will discuss the profile of our average social media user and changes to our social media strategy based on understanding of our audience. Finally, we will discuss our best practices for ensuring scientific accuracy while enriching public understanding.