Hadfield a social- media sensation
Mission ending today changed the way astronauts communicate with public
On Dec. 19, the Soyuz TMA- 07M capsule blasted off from an icy platform in Kazakhstan carrying millions of dollars worth of scientific equipment, three cosmonauts and one tiny, secret hope.
The hope, tucked into the back pocket of Canadian Chris Hadfield, was that his five- month mission — the third and likely final one of the 53- year- old’s career — would somehow leave a lasting impression on his countrymen. Perhaps even on humanity as a whole.
Hadfield knew there would be challenges. With a full schedule of experiments that needed to be performed during his time on the International Space Station, finding time to reach out to the average person 350 kilometres below was going to be tricky. And even if he did reach out, would anyone respond?
The answer, as it turns out, was a resounding Yes.
Since reaching orbit last December, Hadfield, who is scheduled to pass back through the fiery envelope of Earth’s atmosphere on Monday, has become an international celebrity and social media darling. According to his son, what began as a vague and somewhat fanciful plan to tweet a few photos from space quickly morphed into something extraordinary.
“Almost none of ( the social media aspect) was sketched out in advance,” said Evan Hadfield in an email from Germany, where he has helped shape his father’s online persona. “We had hoped that a lot of fun things could be done ... but beyond hoping that he could provide some interesting media in new and interesting ways, we weren’t sure what would be possible.”
Hadfield’s orbital singalongs, stunning photographs and wildly entertaining educational videos ( most of those were pre- planned) have surpassed all expectations, transforming his mission into an interactive adventure shared by anyone with access to a computer. Nearly 800,000 people, including Captain Kirk himself, now hang on the commander’s every tweet. Millions more have followed along on YouTube and Facebook.
“The lesson here is that if an astronaut or anyone else in the space program wants to make an impact, they need to have a co- ordinated social media campaign,” said Elizabeth
Howell, a science journalist based in Ottawa who contributes to space. com and various other publications. “There have been other astronauts who’ve tried to do the same thing. ( Hadfield)
has hit upon quite a bit of success, and it remains to be seen if anybody can duplicate that.”
Therein lies the challenge for the beleaguered Canadian Space Agency.
The CSA arguably struck gold with Hadfield, who has been credited with single- handedly renewing the public’s interest in space exploration at a time when deep budget cuts are threatening to slow Canada’s progress toward the final frontier.
Finding another Rocket Man ( or woman) who can fill those very large spaceshoes will be difficult, especially since the CSA only has until 2020 to send another explorer to the ISS.
Gilles Leclerc, interim head of the Canadian Space Agency, says there probably won’t be another Canadian travelling to the station for at least three more years.
“Right now, Canada doesn’t have a slot for an astronaut on the launch manifest of NASA before 2016,” he said in an interview.
When the next Canadian astronaut travels to the space station, that trip will go to one of Canada’s two rookie astronauts: David Saint- Jacques or Jeremy Hansen — the latter of whom is already emulating the ‘ Hadfield Model.’
“It’s a really great example for me going forward ... and I’d love to be able to continue that tradition of bringing space to humanity,” said Hansen, one of the country’s youngest astronauts.