When we think of the Transportation Security Administration (TSA), what comes to mind?
What we all picture when we think of the TSA
Most people may conjure up images of long security lines, metal detectors, and the occasional confiscation of oversized liquids in carry-on bags. The primary responsibility of the TSA, after all, is to safeguard the nation's transportation systems, and they are primarily known for their serious and stringent approach to passenger screening.
However, behind the scenes, the TSA has been making waves in an unexpected realm – social media.
The TSA's Instagram account has garnered significant attention and praise for its unconventional and humorous content. The humorous approach is a stark departure from the image of strict adherence to protocol that has been the agency's hallmark. By injecting humor into their posts, the TSA has managed to engage a diverse audience, amassing over one million followers and reaching millions of users in 2021 alone.
An example of the types of social media posts the TSA utilizes to get its message across.
One approach the TSA's social media team has emphasized has been the use of humor as a mnemonic device. This approach illustrates the effectiveness of using relatable and light-hearted content to convey important information.
In an age where social media is saturated with data and news, the TSA's approach stands out for its ability to make mundane travel rules memorable and engaging. By tapping into trending topics and user-generated content, the TSA has effectively capitalized on the power of humor to educate and entertain their audience.
Moreover, the TSA's transparency in showcasing prohibited items found during screenings not only underscores the importance of security protocols but also builds trust with the public. By sharing real-life incidents and providing insights into their daily operations, the TSA has created a sense of transparency and authenticity that resonates with followers. This openness can be a valuable lesson for organizations in highly regulated industries, urging them to communicate openly with their stakeholders to foster trust and credibility.
What other industries can learn
The success of the TSA's social media strategy can serve as a valuable lesson for other industries, particularly those perceived as serious or lacking in approachability.
Take financial and legal firms, for example, two industries Select Advisors works closely with. These sectors are often associated with complex regulations, heavy compliance and formal communication.
Watch our video about SEC marketing rules for financial advisors.
By adopting a more personable and engaging tone, companies in these industries can humanize their brand, connect with a wider audience, and foster positive relationships with their clients.
Read our article: Why you’re not getting traction on Linkedin.
The TSA's foray into social media exemplifies the impact of creativity, humor, and transparency in engaging a diverse audience and conveying essential information.
By leveraging these principles, organizations in serious industries can not only humanize their brand but also enhance communication, build trust, and establish meaningful connections with their target audience. The TSA's social media success story serves as a compelling reminder that a touch of humor and relatability can go a long way in engaging and resonating with stakeholders in any industry.
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Practical guide for RIAs and financial advisors on website design, builders, top firms, brand messaging and launch logistics. Insights from Select Advisors Institute, advising wealth firms since 2014.