The Transportation Security Administration (TSA) is generating a bit of a buzz lately with its pithy Tweets via the TSA Blog Team, and there’s a social media lesson to be learned along the way.
For example, some have questioned the lighthearted nature of the TSA’s Tweets, such as: “Travel Advice: Be on the lookout for turkeys with ‘fowl’ intent.”
While some are enjoying the fun, others have suggested that it is incongruous with the TSA’s national security role. As Gizmodo noted, “For instance, take this selection of silly Thanksgiving themed tweets. They’re so silly! And fun! Except, wait, this is the governmental organization tasked with helping make sure that flyers don’t murder other plane passengers and commit acts of terrorism. This is an agency ostensibly dedicated to public safety, on the eve of one of the busiest, most anxious travel days possible. They should be issuing travel tips, and safety notices. They should be helpful. And here are the messages they have for you, as if ripped down off of a middle school bulletin board.”
In other words, the TSA’s Twitter account seems to have created a branding issue. And the lesson is to make sure that your own social media activities aren’t undermining your brand image and message.
Too many businesses approach social media as a one-off promotional tool, as opposed to an important extension of their branding and marketing efforts. If your image and message are inconsistent at different points of public contact (such as the pithy TSA on Twitter and the super-serious TSA at the airport), it creates customer confusion, and ultimately weakens your brand.
In other words, don’t wing it on social media. That doesn’t mean you can’t have fun, but a little strategy and discipline will go a long way toward bolstering the effectiveness of your efforts.
