The Social Officer

The Social Officer:Connecting Cops and

Civilians Using Social Media

Presentation will be available at for download at slideshare.com/cikmarketing

following the presentation.

Presented by Chantielle KennedyFounder, CIK Marketing

© 2011 CIK Marketing


The Social Officer

• Introduction• Part One: Brief Overview of Social Media

• Defining Social Media• Why It Makes Sense for Police Services

• Part Two: Getting Started With Social Media• Find Your Face• Start Active Listening• Define Objectives• Create a Social Media PolicyBREAK

• Part Three: Connecting with Civilians


• Founder CIK Marketing– Content development, search engine optimization, social

media management, website design consultant

• More than six years of search engine marketing experience.

• A graduate of the University of Western Ontario and student of the Search Engine Marketing Professional Organization (SEMPO)

• Consulted with police services throughout Ontario on the importance of social media and connecting with civilians online.

The Social OfficerAbout Me


The Social OfficerAbout Me


The Social OfficerCreep Me

www.facebook.com/cikmarketing

www.twitter.com/cikmarketing

www.flickr.com/cikmarketing

[email protected]


http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Social Media Revolution 2 – Erik Qualman

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng


Part One: Brief Overview of Social Media

Definition:Social media platforms are primarily Internet and mobile-based tools for sharing and discussing information among human beings.

Social media marketing programsusually center on efforts to create unique and relevant content that attracts attention and encourages readers to share it with their social networks.

A message spreads from user to user and presumably resonates because it is coming from a trusted source, friend, family, or community member.


Why Social Media Makes Sense forPolice Services

Police information = always unique and relevant content

No longer need to rely solely on traditional media to get a message out

Increased control over the message• How it is broadcast

(removes the risk of misquotes, information being used out of context)

• When it is broadcast (No more waiting for the evening news)



Police information = always incentive to share

Good Samaritans will help you spread important information faster.

The “Viral Effect”One person tells 10 people, these 10 people each tell an additional 10 people etc.

“It’s like a bad car crash – you can’t look away”Civilians are curious about police activity and investigations – will be open to

sharing information



Police information = comes from a trusted source

You’re the police for Pete’s sake!

Stand Out in a Crowd of Marketing MessagesConsumers can easily tune out advertising, corporate messages - information that is being shared by a police service warrants a second look and will more than likely be considered

“share-worthy”



Evolving Information Dissemination Methods

Does your service still:

• rely on mass faxing to spread information to as many people, organizations, news sources as possible?

• make phone calls (*gasp*)

• use e-mail blasts to quickly get information over the wire?

Inefficient modes of communication - time consuming

- possibility of receiving it too late, or not at all



Evolving Information Dissemination Methods What if you could share a message:

• with thousands of citizens

• collect public feedback, tips, and leads more efficiently

• and do it all faster and more effectively then ever before?

Top Secret Information:

Social media makes your life easier by streamlining communications.

AND.....

Social Media is an affordable communication tool (most cases, it’s free).



One Post – Four Methods of ContactOfficer Bob posts an important news release to the Small Town Police service website. As soon as he clicks publish the news release is instantly:

Posted to the Small Town Police Service Facebook

Fan Page Wall

Tweeted via the @STPS account

Published on the website’s RSS Feed

Sent out to newsletter subscribers via email


Part Two:

Getting Started with

Social Media

15

Getting Started With Social Media

1. Claim Your Face – www.namechk.com

2. Start Active Listening

“Before messaging must come social intelligence, a way to understand the situation through the eyes of those experiencing it. Victims, witnesses, volunteer responders,

reporters and others describe large-scale emergencies via short- or long-form written narrative, images and video uploaded to a wide variety of social networks, including but not limited to Twitter, Facebook, YouTube, local and regional blogs, and even the

comments section of online news articles.”

- Christa Miller (Social Crisis Response published in the February 2011 issue of officer.com)

How to Use Social Media to Boost Your Business

http://www.namechk.com/


www.google.com/alerts www.socialmention.com

www.search.twitter.com


An example of social listening:

During the G8/G20 summits in Toronto the Toronto Police Services (TPS) stationed two officers rotating in 12-hour shifts in order to monitor Twitter, YouTube and other social sites on a 24-hour basis.

- tracked protestor movements- received tips from the public - monitored what traditional media was reporting

The information was used for investigations, intelligence and public communication.

http://www.google.com/alerts

http://www.socialmention.com/

http://www.search.twitter.com/


1. Claim Your Face – www.namechk.com

2. Start Active Listening

3. Define ObjectivesWhat you want to accomplish + why/how social media will help you accomplish this

4. Put a Social Media Policy in Place(oh no, not more paper work!)


http://www.namechk.com/



What Is A Social Media Policy?

- crafted primarily with company (police service) protection in mind.- eliminate confusion on the part of officers, making it safe for them to engage in social media (both when they’re on and off duty)

policytool.netpoliceone.com – search for:

“Sample police department social media policies”


Part Three:

Connecting with Civilians


• Fighting Crime with Social Media• Social Media Inside the Service• Connecting Cops and Civilians

– Controlling Your Message– Community Outreach– Crisis Response– Putting a “Face to the Force”

Connecting With Civilians

http://philadelphia.cbslocal.com/category/watch-listen/video-on-demand/?autoStart=true&topVideoCatNo=default&clipId=5580639&flvUri&partnerclipid




Fighting Crime with Social MediaCriminals are stupid

Technology only amplifies this.Case in point:

Fugitive busted after accepting friend request Alleged fraudster added former Justice Department official to friends list

Maxi Sopo did two things that are never a good idea when you're on the run from authorities: He started posting Facebook updates about how much fun he was having — and added a former Justice Department official to his list of friends.

Originally posted in the Associated Press

Awwwwshucks


Fighting Crime with Social Media

Criminals believe there is a degree of anonymity online – they use social networks to brag about their crimes assuming they will never be caught. Cellphones and digital cameras only increase the urge to document the crime and share it.

Undercover work can be done to catch criminals

BUTMost of the time a simple search for a suspects name will pull up their profile

complete with phone number and home address!

Double edged sword: Officers are creating fake profiles to befriend criminals… criminals are creating fake profiles to befriend cops – Be Careful!

Check personal privacy settings, especially on Facebook


Fighting Crime with Social Media

Never underestimated the power of YouTube

• More than 2 billion views per day

• YouTube averages 3.7 billion searches a month (March 2010) [Google fields about 11 billion a month, while Yahoo handles roughly 2.6 billion]

Law enforcement agencies are using YouTube to help catch criminals.• Detective Sergeant Jorge Lasso of Hamilton, Ontario, is believed to be the first officer to pot surveillance footage on YouTube in order to aid in an investigation (Source The NY Times, 2006).

• Officers now post screen shots and video, on Facebook, Twitter, YouTube, and Flickr in order to find new leads and appeal to the public for assistance.


Social Media Inside the ServiceSocial networking tools can be used within a police service in order to increase productivity and communications.

TwitterCreate private profiles to “chat” amongst officers – tweets are protected from the outside world, but officers are able to share links and information quickly and succinctly.

BlogsAn internal blog is a great way to inform department members about upcoming events, post new procedures, and solicit feedback from officers

Podcasts and VideosEnhance professional development courses with video and audio that can then be shared via an intranet system.


Social Media Inside the Service

Facebook GroupsCreate private events for department events – post pictures, share links, create a more communal feel inside your service.

Create Your Own Social Network Tools like Team Lab, Sosius, and Podio are workflow management tools that include social networking tools and applications. These private social networks can be customized and used for a variety of purposes within your police service or within smaller departments to increase your workflow, easily share information, and protect important data.


Connecting Cops with Civilians:Controlling Your Message

http://www.youtube.com/watch?v=wY6ZjXdoV9Q

With Control Comes Responsibility

I disagree with the Jim Brosnan (ie. Police controlling message is bad)

1) Every business or organization tries to control their message (press release)2) It’s the journalists job to find extensive details

TruthfulTransparent

(never be) Too careful

Three T’s of Social Media Responsibility

Don’t pull a Maxi Sopo and post something that can be used against you.

Don’t be a fool




Connecting Cops with Civilians:Controlling Your Message

Benefits of Control

• Time• Method – video, audio, photos, written content

• Publicize information that the media might not find “newsworthy”

Ability to collect and monitor feedback

Hard Copy Evidence

Main Disadvantage Time consuming


Connecting Cops with Civilians:Community Outreach

Times are changing – in an increasingly tech-savvy age, police services need to adapt to the times and start utilizing available resources.

“If you’re in business and you want to see your business grow and expand and service your customers and clientele, you have to change with the time. Law enforcement is no

different. It is a customer-service oriented organization.”

- George Erwin Jr., Executive director of the N.C. Association of Chiefs of Police.

(source: “Police using social media more to talk with public”, Starnewsonline.com)



Social Media as a Public Information Strategy

Successful Strategies

Vancouver Police Department - Behind The Blue Line blog • what it is like to work for the VPD• how ‘the job’ has changed the author’s view of things • helps bring the VPD closer to the community by developing a relationship between blog readers and the author Cst. Glendinning.

Boca Raton Police Department - VIPER project • a community policing program to fight crime and provide an interactive platform to engage with the public• use social media for educational purposes – crime reports, traffic updates, safety advice, and crime prevention tips

http://www.behindtheblueline.ca/blog/blueline/



Saanich Police Department - Podcasts•quick updates regarding important recent issues• crime prevention and safety tips • unsolved crimes podcast to keep cold cases in the eye of the public.

Chatham-Kent Police Service – CKPS Facebook Page• Community forum where civilians can interact with an officer• ask questions – discussion area• Stats: Since launch (May 2010)

• 569,787 post views• 2,220 feedbacks (comments, likes)• 1,019 fans• 67% are female

Age of Fans• 3.9% (13-17) • 13.4% (18-24)• 22.2% (25-34)• 25.1% (35-44) • 21.1 % (45-54)• 10.4% (55+)

https://www.facebook.com/ckpolice



How to Start Your Outreach Strategy

1. Figure out who will be in spearheading the project - Public Information Officer

2. Figure out what networks to use - Is the officer comfortable with them - Is your community involved in that network

3. Set your guidelines – social media policy



Important!If your police service joins a social network you

must be involvedPeople will expect you to respond to their

TweetsWall posts

Forum postsBlog Comments

Etc.

You will lose credibility and your efforts will be compromised if you aren’t actively participating.

Social Media isn’t just for

pushing information

two-way street

It’s a


Connecting Cops with Civilians:Crisis Response

An August 2009 survey of 1,058 adults, commissioned by the Red Cross, suggested that more people turn to social media even before 911.

• 44% would ask other people in their online social network to contact authorities. • 35% would post a direct request for help on a response agency's Facebook page. • 28% would send a direct Twitter message to responders. • 69% said that emergency responders should monitor social media sites in order to send help quickly. • 50% believe agencies are already responding to social calls for assistance. • 74% expected help to come less than an hour after their tweet or Facebook post.

September 2009 – Two girls trapped in an Adelaide (Australia) storm sewer drain post a called for help on Facebook rather than ring the authorities

March 2011 – Unable to safely use the phone to call 911, a 15-year-old boy turned to Facebook to post a call for help as his mom was attacked inside their St. Paul (Minnesota) home.


Connecting Cops with Civilians:Crisis Response

How to filter information quickly and efficiently on social networks

HootSuite – www.hootsuite.comTweetDeck – www.tweetdeck.com

SwiftRiver is a free and open source platform that helps people make sense of a lot of information in a short amount of time. The SwiftRiver platform was born out of the need to understand and act upon a wave of massive amounts of crisis data that tends to overwhelm in the first 24 hours of a disaster. (Source http://swift.ushahidi.com/)

SwiftRiver

Nixle? www.nixle.com


Connecting Cops with Civilians:Put a “Face to the Force”

Police are people too! Don’t be afraid to have a little but of fun.

People respond to people, not logos or branding - Use an officer as your brand persona

People don’t trust authority – so try to include a variety of information on your networks, events, photos, even jokes… humanize your police service.

West Midlands Police Service

“Police Puppies” Facebook photo

album


Pick My Brain!www.cikmarketing.ca

www.twitter.com/cikmarketingwww.facebook.com/[email protected]

Useful Resources

Law Enforcement 2.0 LinkedIn Grouphttp://connectedcops.net/http://cops2point0.com/http://www.officers.comhttp://michaelvallez.com/http://crisiscommscp.blogspot.com/

http://www.cikmarketing.ca/

http://www.twitter.com/cikmarketing

http://www.facebook.com/cikmarketing

mailto:[email protected]

http://connectedcops.net/

http://cops2point0.com/

http://www.officers.com/

http://michaelvallez.com/

http://crisiscommscp.blogspot.com/

Date post:	21-Oct-2014
Category:	Technology
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