NASA's Social Media Strategy Is Genuis-And Kinda Maddening

On July 14, 2015, the New Horizons spacecraft turned all its sensors to Pluto for a 20-hour flyby. Before it went dark—no contact with Earth—New Horizons sent one last chunk of data home. Contained therein was the best picture of Pluto in history. ( If anything had gone wrong, it could have also been the last.) And when NASA received that image, the agency did something unique. NASA posted the image on Instagram.