TSA: Innovating With Instagram

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TSA 101

Derived from: Multiple Sources; Declassify on: 25x1-human; Date of Source: 20091007UNCLASSIFIEDUNCLASSIFIED


Innovating With Instagram


While they didnt hit the power ball, you can say Instagram hit the jackpot by recently reaching 400 million users!2

TSA Operations3

In 2015:

708,316,339 travelers were screened (1.9 million per day) at over 450 airports around the nation.

1.6 Billion carry-on bags, 432 million checked bags and 12.9 million airport employees were also screened.

Can you see a need for TSA to be able to communicate with the public?3

Mission Critical To Communicate4

Its mission critical for TSA to communicate with the public. Plug @AskTSA4

TSAs Instagram Account5

Launched in 2012

Over 400K Followers

Change Conversation





Why we launched Instagram. Educate with travel tips such as proper packing procedures for firearms. Entertain. Give them what they want while sprinkling PSAs into the mix from time to time. Inform the public about new policies and procedures by linking to blog post. Advertise. TSA Pre Check. 5


How I get content. What I look for. How do you get content? How would you get content? What to look for in content. Quirky Spark Conversation Quality Photos are best, but not always an option. Entertain, Inform, Educate. 6


Research content from other Instagram users and see what kind of content theyre using. Think about what you could use. 7

Department of Interior8


TSA Instagram Examples10

TSA Instagram Examples11

TSA Instagram Examples12

TSA Instagram Examples13

TSA Instagram Examples14

TSA Instagram Examples15

TSA Instagram Examples16

Is Instagram for You?17

Do you have a steady source of interesting content?






Updates: Landscape and portrait photo sharing Wide Screen Video


Updates: Video Counts19

Updates: Manage Multiple Accounts20

Updates: Manage Multiple Accounts21

Updates: Sharing Without Using @22

Updates: Sharing Without Using @23

Updates: Direct Messages & Groups24

Updates: Sharing Hashtag Pages25

Updates: Sharing Location Pages26

Instagram Aps: Layout, Hyperlapse & Boomerang27

Instagram Aps: Layout, Hyperlapse & Boomerang28

Other Instagram Aps29

Photo Editing30

FiltersLUXAdjustBrightnessContrastStructureWarmthSaturationColorFadeHighlightsShadowVignetteTilt ShiftSharpen




What is a Hashtag? 32The # (hashtag) symbol is used to mark keywords or topics. It was created as a way to categorize messages and can also be used with other tools such as Instagram and Facebook.

Choosing Hashtags 33


Advertising With Instagram35

Call to action buttons direct users to where you want them to go, such as your web pages, mobile aps and specific pages.

Guaranteed impressions and placement in top ad position of Instagram's feed

Achieve predictable reach and greater control over message frequency


Examples of Sponsored Ads36

Paid Influencers37

An influencer campaign is an effective way to promote your business and generate leads by leveraging the audience of another Instagram account.

~ Stefano Mongardi Social Media Examiner

Measuring/Proving ROI38

Unless you are an e-commerce brand selling a product online, it is very hard to measure direct ROI for your company from Instagram.

(Likes + Comments) Total Followers = Engagement Rate

FollowersLikesCommentsUnique HashtagsClicks (From URL in Profile)

Improving ROI39

Increase your audience sizeMake your content discoverable with hashtagsContests for contentPhoto caption contestsHashtag contestsIncrease your reach with authentic influencersResearch successful brands and see what theyre doingHighlight user-generated contentCombine your social channelsCrowdsource photos




Email: CurtisBurns@TSA.DHS.GOV

Personal Twitter: @BigBobBurns

Personal Instagram: @BigBobBurns

Linked In: Curtis (Bob) Burns