Post-confiscation: How TSA captured Instagram

With more than 301,000 followers on Instagram, the Transportation Security Administration (TSA) does more than educate and inform travelers; it engages and entertains them.

Ever since 9/11, the U.S. government has committed to strengthening the security of the nation’s transportation system. TSA was founded on Nov. 19, 2001, to carry out that function.

The agency started on social media in 2008 with a blog to communicate with the public. In 2013, TSA made its way onto Instagram.

Bob Burns, the mastermind and social-media analyst behind TSA’s social media accounts, explained his rationale to AdWeek for expanding to Instagram:

It stemmed from the blog, where every week we do a rundown of all the items our officers find in the field, and we had a lot of success with that.
 
When Instagram started getting popular, I thought well, [this] is going to be a totally different audience than what we have on our blog. We have plenty of photos that we can share with this new audience.

Some of TSA’s discoveries on the field have translated into a curation of bizarre and interesting posts. Let’s explore the contents of TSA’s baggage strategy.

1. Shock value

TSA agents see items on a daily basis that might shock the public. Guns, grenades and ganja are some of the most popular items confiscated by TSA.

 

#TSAGoodCatch – This loaded firearm was discovered in a carry-on handbag at the Milwaukee General Mitchell International Airport (MKE). It’s one of the 33 firearms that were discovered this week in carry-on bags across the nation. See today’s blog post for a complete rundown of what was found where. Blog.tsa.gov

A photo posted by TSA (@tsa) on Apr 3, 2015 at 5:55pm PDT

 

#TSAGoodCatch – This inert grenade was discovered in a carry-on bag at the Austin–Bergstrom International Airport (AUS). TSA officers don’t know items such as this one are inert until explosives detection professionals, along with law enforcement, remove the item from the X-ray tunnel and resolve the alarm. This most likely will cause a closure of our checkpoint and lead to missed and delayed flights. All grenades, no matter whether they’re inert, replica, or live – are prohibited from both carry-on and checked baggage. A photo posted by TSA (@tsa) on Apr 6, 2015 at 3:30pm PDT

 

A D-size battery with a screw-off top was discovered last week at the Tulsa International Airport (TUL) with a small amount of marijuana inside. We’re not looking for narcotics, but when found, we have to report the discovery to the airport police. #TSATravelTips
 
A photo posted by TSA (@tsa) on May 26, 2015 at 6:22pm PDT

 
The variation of items and wit of passengers who smuggle these items display both an entertaining look at things, as well as what not to do when you travel.

2. Educational value

TSA educates its followers by posting travel tips from time to time. One of the mainstays on its Instagram page is the TSA Pre-Check program, which includes information on what the program is and how to use it.

#TSAprecheck reaches 1 MILLION enrollments! Be part of an expedited security screening program that helps take the stress out of travel. No need to remove shoes, laptops, liquids, belts and light jackets. Enroll now at tsa.gov. A photo posted by TSA (@tsa) on Mar 24, 2015 at 10:15am PDT

 

#TSAprecheck members can bring their children (12 and under) through the lane with them, while also keeping their shoes, belts, and light outerwear on. A photo posted by TSA (@tsa) on May 21, 2015 at 2:35pm PDT

 
Other tips include how TSA agents can assist passengers, traveling with animals and packing tips.
 

Check out our latest blog post at blog.tsa.gov. It’s chocked full of #SpringBreak travel tips. For example, did you know that stick deodorant doesn’t count as liquid?

A photo posted by TSA (@tsa) on Mar 17, 2015 at 3:41pm PDT

 

#TSATravelTips – Did you know that when traveling with cats, they need to be removed from their carrier and carried through the walk through metal detector? Some cats are not fans of this process, so pet owners should be prepared to control their cat once removing it from the carrier. Read more tips about traveling with pets at our blog: http://bit.ly/tsatravelwithpets

A photo posted by TSA (@tsa) on Mar 18, 2015 at 3:09pm PDT

 

TSA includes short URLs on their posts, giving followers the option to visit its blog and website for more information.

3. Human interest

The heart at all of TSA’s efforts is to serve and protect people who use the nation’s transportation system. This includes TSA agents, who are in the field conducting screenings, and canines on the job. TSA uses images with short captions to convey the impact of each team member at their respective airports.

 

Secretary of Homeland Security Jeh Johnson is seen here today with Lieutenant Heather Sylve and Supervisory Transportation Security Officer Carol Richel at Louis Armstrong New Orleans International Airport (MSY). Sylve and Richel, along with others, were attacked last Friday by a deranged man with a machete and other dangerous items. Sylve incapacitated the man with three gun shots as he was chasing Richel with the machete.

A photo posted by TSA (@tsa) on Mar 27, 2015 at 2:35pm PDT

 

#TSAOnTheJob – Meet #Indianapolis (#IND) explosives detection canine, Howard. Howard, as well as his handler, received the “Academic Award” at Lackland for achieving the highest GPA during the canine training course. They have been deployed to high profile events such as #SuperbowlXLVI in #Indianapolis and the #MLB All-Star Game in #KansasCity.

A photo posted by TSA (@tsa) on Mar 13, 2015 at 2:13pm PDT

 

Giving your followers an inside look into your organization and its people is a good way to increase positive sentiment.

4. Entertainment

One way TSA entertains its followers is not missing a beat on social trends. They keep themselves relevant by connecting travel tips and information with trends such as International Jazz Day and Star Wars Day.

Happy International #JazzDay! Instruments can be checked or carried on the plane depending on their size. Check with your airline about stowing your instrument in the cabin. #TSATravelTips

A photo posted by TSA (@tsa) on Apr 30, 2015 at 12:52pm PDT

 

#TSATravelTips remember to pack your lightsaber in your checked baggage. For more information on what you can and can’t pack, go to TSA.gov and use our “Can I Bring My” tool. Just type in the item, and get an answer. #MayThe4thBeWithYou #StarWarsDay

A photo posted by TSA (@tsa) on May 4, 2015 at 11:59am PDT

 

TSA seems to know the fine line between being entertaining and professional at the same time.

The aforementioned components of TSA’s social-media strategy drive engagement through likes and comments. Through Instagram, TSA has worked toward its goal of warning and preventing future passengers of committing mistakes prohibited by TSA.