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

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