"How exactly NASA stumbled upon perhaps the greatest social-media strategy of our time is a story of both blind luck and shrewd management. Of course, the space agency benefits by having amazing pictures, videos, and discoveries to share. Its content transcends demographics and platforms, because it highlights precisely what makes us so human. But its success also contains important lessons for any large organization trying to understand how to break down the barriers between itself and its public."
Keith's note: Every time something like this happens people make all sorts of claims about NASA's Internet prowess - but NASA never issues any numbers to substantiate these claims. I have no doubt that the stats are/were impressive. I have asked NASA for their web and social media statistics. I'll post what they send me - if they send me anything, that is.