Yes you read the title correctly.
The Transportation Security Administration (TSA) has taken to Instagram to tell their story and build awareness. This has to be one of the stranger uses of Instagram to come down the pipe.
So what are they using Instagram for exactly?
They are sharing photos of confiscated items, namely weapons such as guns, knives and explosive devices. If you just laughed a little, try to keep an open mind.
What’s the strategy here and what lessons are there for digital marketers?
The strategy might be to establish a government agency that tends to be unpopular. By making what they do and the safety they provide more tangible, they can sway public opinion. A brilliant strategy, isn’t it?
As for what digital marketers can learn, there are a few points to take from the TSA’s Instagram adventure.
First, social media and, specifically audio and visual elements, are a great way to let users and fans into your organization’s personality and day-to-day life. Essentially, it is a great way to humanize your brand.
Second, you can not only build a reputation via social media but you can change it as well. Social media can be an effective medium to change public opinion and show your true colours.
It’s hard not to tip your hat to the TSA.