To Facebook and beyond: Government space agencies’ communication strategies in the digital age

This article examines how government space agencies use Facebook for public communication and engagement, applying signaling theory to explore how they convey institutional identity, capabilities, and values. Analyzing 10,565 posts from 12 agencies (2021–2023), the study uses mixed methods to assess content types, engagement metrics, and focus areas like technology, education, and international collaboration. Findings show that video content and global partnerships boost engagement, while budget size influences communication reach. The study highlights the strategic role of social media in shaping public perceptions of space and offers practical recommendations for agencies to enhance their digital presence and audience engagement. • We analyzed over 10,000 Facebook posts from 12 government space agencies, uncovering diverse strategies of public outreach. • We found a strong link between higher budgets, use of video content, and increased audience interactions. • Signaling theory was applied to reveal how space agencies adapt content to local and international audiences.