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Social Media: Value to Government Agencies


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On June 27, 2013, the TSA uploaded its first image to Instagram. How have citizens reacted on social media to the TSA joining the social conversation and sharing vivid - and sometimes graphic - photos of confiscated items? Through this case, Crimson Hexagon uncovers the social opinion of TSA's presence on Instagram and explores the value of social media to government agencies.

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Social Media: Value to Government Agencies

  2. 2. PROPRIETARY & CONFIDENTIAL On June 27, the TSA uploaded its first photo to Instagram. How can social media benefit a government agency?
  3. 3. PROPRIETARY & CONFIDENTIAL VOLUME: MEDIA BUZZ FINDINGS: A. 5,604 relevant posts from July 2 – 10 B. Volume peaks on July 3, the day after Forbes covered the account’s creation
  4. 4. PROPRIETARY & CONFIDENTIAL FINDINGS: A. 63% of conversation highlightsthe the humorous aspects of the photos B. Many users (18%) openly praised the TSA, stating that they found the pictures interesting and believed it was a good PR move C. 14% stated that they were frightened by the idea of passengers attemptingto carry these weapons D. Though some poked fun at the TSA’s overuse of hashtags, less than 1% of the conversation was criticisms of the agency’s choice PUBLIC OPINION: OVERALL
  5. 5. PROPRIETARY & CONFIDENTIAL PUBLIC OPINION: DAILY DEVELOPMENT FINDINGS: A. On July 2, 99% of users stated they found the photos funny B. The conversation in the following days shifts to general praise C. July 5 onward: a large portion of posts about users’ fears of potential threats and how they better understand what the TSA protects them from
  6. 6. PROPRIETARY & CONFIDENTIAL @zjfoss: The TSA has an @instagram acct showing crazy stuff people try to sneak onto planes. Pretty hilarious! @kimmburrrlee: This @TSABlogTeam instagram account is funny! Who needs a credit card knife?! @monicataher: Pragmatic yet hilarious Instagram feed by the TSA. Trying to clean their image, eh? TOPICS OF CONVERSATION: HUMOR
  7. 7. PROPRIETARY & CONFIDENTIAL @ruchika83: #Knifes, #KnifeGuns and #Grenades, #TSA is Instagramming all this and more! How cool is that :O @vhmAlex: TSA’s official Instagram account is an incredibly clever way to win over some positive PR TOPICS OF CONVERSATION: PRAISE
  8. 8. PROPRIETARY & CONFIDENTIAL @iheartchem: The TSA is now on Instagram (tsablogteam), and their feed is TERRIFYING @thatkiangass: the tsa instagram is two parts gold, 3 parts terrifying @piquerre: Follow the TSA on instagram.. it makes me understand why I get patted down everytime at airports #turkishmanproblems TOPICS OF CONVERSATION: FEAR
  9. 9. PROPRIETARY & CONFIDENTIAL HIT OR MISS: KEY TAKEAWAYS KEY TAKEAWAYS: A. The account has been met mainly with a sense of humor, fear, and appreciation B. Users see a more personable side to the agency while also getting a better understanding of what the TSA does to protect them C. The TSA meets the underlying goal of a good social media campaign: engage the audience and inform them as to why their service is necessary
  10. 10. PROPRIETARY & CONFIDENTIAL Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Samsung, Paramount Pictures, General Electric, Starbucks, Twitter, and many more. For more information go to: CRIMSON HEXAGON
  11. 11. PROPRIETARY & CONFIDENTIAL Learn More About Crimson Hexagon’s BrightView™ Algorithm Click Here for An Introduction To BrightView ™ Algorithm