Letting Your Brand Voice Sing: How the TSA’s Social Accounts Soar Through Humor and Relatability

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Social and comms pros often find their voice silenced by red tape and bureaucracy. In this case study, the mastermind behind Transportation Security Administration (TSA)’s often-viral Instagram account with over one million followers shares metrics and insights on engaging audiences in a regulated space. You’ll learn about:

  • Developing, nurturing, and delivering on a distinctive brand voice – and how to spot a trend before it begins.
  • The strategies that led to the TSA’s Instagram success, including how it humanizes and strategizes within its workforce to deliver algorithm-optimized content.
  • Visual storytelling: Creating compelling graphics, infographics, and the best tools to do so – plus the engagement metrics to track.
  • Navigating bureaucracy from the legal department to management, including tips on how to build trust with leadership that streamline the social posting processes.
  • Emily Bonilla-Pieton
    TSA Social Media Branch Lead
    Dept of Homeland Security