"Show, don't tell."
This is a cardinal rule of storytelling, no matter the medium or platform. It's not enough to tell people you're useful or relevant. You have to show them.
And here's an unlikely but absolutely brilliant example of an organization that fully understands and lives this concept: The Transportation Security Agency.
The TSA is on Instagram
, just so you know. And understandably, you might scratch your head at that one. But as it turns out, joining Instagram was, in my opinion, a perfectly logical and ingenious move by the TSA. Instagram is actually helping this organization solve a big public perception problem.
When we think of the TSA, we most often think of inconvenience. Long lines at the airport. Taking off our shoes for reasons we don't fully understand. Emptying luggage because someone mistook your lotion for a WMD. Going through metal detectors one, two, three, or 10 times before they finally figure out it's your stupid belt buckle.
The TSA telling you how important it is for you to go through these potential inconveniences simply isn't enough. So, the TSA has decided to show you.
It joined Instagram
on June 27, and immediately began posting photos of weapons and other illegal items confiscated during security checks at airports across the country. The Instagram account (not mention its Twitter account
) serves as a means of driving traffic to the TSA blog
(which is really informative and chock full of useful travel tips, by the way).
It's one thing to be told that security checks are important. It's another thing entirely to actually see the loaded weapons, hand grenades, fireworks and other banned cargo the TSA is routinely confiscating.
Not so mad about having to wait in line anymore, are you?