Guest post for www.ConnectedCops.net
So your agency has decided to participate in social media. You’ve sent out a couple Tweets and Facebook updates but there’s been no response. Is anyone listening?
Many law enforcement agencies use social media as a one-way, notification tool, but there are other agencies that are successfully using social media as a communication tool. The three keys to law enforcement communication through social media are:
Content is the most important factor in your social media efforts.
Content can include traffic alerts, breaking news, event postings, department news, press releases, crisis communication, photos and videos from in the field and responses to questions or comments from the community and the media.
Once you decide what you’ll be saying you need to consider how you’ll say it. As a former reporter, I can tell you that I wanted and needed frequent communication with my sources. Social media has become a place where reporters can get information and ask follow-up questions. Think about it: instead of fielding a dozen phone calls from local reporters, post a link to a media release and answer a couple questions. This saves you and the reporter time and energy. And, it’ll build your credibility with the media and show reporters that you care about getting out timely information and fielding their questions.
Also, don’t be afraid to become more personal with reporters via social media. If they ask a question or post something interesting, don’t hesitate in responding. This gives your agency a human face and makes you much more approachable for questions or media requests.
And while you’re answering questions, make sure to post a few of your own. Setting up polls or posting questions or quizzes will drive discussion and will encourage feedback. Agencies should also be prepared for unwelcome communication. Lynn Hightower, communications director for the Boise (Idaho) Police Department, says being prepared for any type of question or comment is key in your social media planning. “Even if you don’t ask for interaction, citizens will have questions and comments on community issues and they will try to reach out to your agency for answers and feedback,” she said. “To ignore those inquiries would not send a positive message. Agencies using social media should plan ahead for the types of interaction likely to come their way and be prepared.”
Dionne Waugh, Marketing and Public Relations Specialist for the Richmond (Virginia) Police Department, said her agency has gotten a lot of positive reaction to their Daily Good News Item and the Officer, Sergeant and Civilian of the Month videos and notes. “I think this is because they give people insight into the department and the great work of employees they normally wouldn’t hear about,” she said. “On the flip side, we’ve seen a lot of debate when we post mugshots from our prostitution stings. Depending on the operation and manpower, we post both the prostitutes’ and the johns’ photos. I don’t consider this a negative reaction. I think it’s a good thing when we can generate debate between people about the best way to reduce crime.”
Almost as important as content is the frequency which you post to social media. As Waugh said above, Richmond PD gets a lot of great response to their regular features and Boise Police Department has gotten great response from its daily Twitter traffic tip. People come to rely on these daily, weekly or monthly nuggets of information. And, as you can see, they don’t need to be huge, breaking news stories. They can be something as simple as a profile of an officer or a construction update. Each of these regular postings leads to increased agency visibility and better recognition as a trusted source of information.
Also, think about the timing of your messages. If you have a message you really want the community to read, make sure to send them at peak social media traffic times – 7 a.m., noon, 3 p.m. and 7 p.m. These are the times people are waking up, eating lunch, winding down at work and settling in for the night, and they are much more likely to see your message at the top of their news feeds, instead of wading through hundreds of messages before seeing your hour-old alert.
If you have a really big story you want covered by the media, try thinking of when a reporter is most likely to need a story to cover – at the end of the week. On Thursdays and Fridays reporters are trying to find stories to fill the weekend editions.
Retweeting on Twitter or reposting information from reliable sources will help your cause two-fold – you’ll be seen as a consistent, reliable source of interesting information and the community will start coming to you for updates. You will also be seen by those who originally sent out the information and your information is more likely to be retweeted and reposted by those people. It’s another important tool in the social media toolbox for communication and information sharing.