NASA among most savvy social media users

A new study released Tuesday ranks the National Aeronautics and Space Administration as the most savvy user of social media and online strategies among public sector organizations surveyed.

The study, authored by New York University Professor Scott Galloway George Washington University Business School Dean Doug Guthrie and others, measured the effectiveness of public organizations' social media and online strategies. The first annual Digital IQ Index measured the effectiveness of an organization's website, digital marketing, as well use of social media, and mobile strategies.

"Social media and other online strategies are critical tools that public sector organizations use to encourage transparency, engage constituents, and serve the public in an era of cost cutting," Guthrie said in a statement. "Our leaders and public sector organizations need to embrace these powerful new tools."

The survey examined 100 government offices, independent agencies, multilateral organizations, industry associations and advocacy groups. It describes NASA as being "in its own stratosphere, experimenting with the latest technologies from geo-local to 3-D animation."

Coming in second behind NASA was the White House, followed by the animal rights group People for the Ethical Treatment of Animals, the U.S. Army and the Democratic National Committee. Following just two spots below was the DNC's rival, the Republican National Committee.

The study found that social media is a key tool for driving users to their websites with 69 percent saying that Facebook is among the top eight sources for referral traffic. The study's authors also found that more than 80 percent of organizations use at least one social media platform. Despite this, 51 percent of those measured were described as "challenged" or "feeble."

"Most of these organizations still have yet to reap low-hanging fruit: purchasing search terms, establishing a presence on social media platforms, and investing in mobile," according to the study.