Senior marketing strategist with 16+ years of experience working in marketing, public relations and since 2008, social media. I hold a Bachelor’s degree in Communications from California State University at Fullerton, one of the top-performing Communication colleges in the United States, and I founded Kinoshita Communications in 2007 to help small- and mid-sized organizations with marketing and PR needs. I am also a certified inbound marketing professional, educator and columnist on social media topics, which means I help organizations connect with their customers and constituencies online and help them improve their digital marketing assets to attract more traffic, and turn more of that traffic into leads, relationships, sales and outcomes for their business or non-profit. HubSpot is a social media solutions provider for more than 5,000 companies worldwide and the #2 fastest-growing software company as rated by Inc. magazine Before moving to Hawaii in 2001, I served as managing supervisor at Fleishman-Hillard, an international leader in strategic communications. Believe social media is the way for locally owned businesses to innovate on products and services, and provide superior customer service. Believe it’ s the way locally owned businesses can better compete against offshore, big-box brands. M oreover, I recognize through my experience in this field that social media is here to stay and that it is the natural result of how humans communicate and share online In the first part of my presentation I’m going to talk about the landscape of digital media and the impact its having on society, then I’m going to talk about social media’s implications for law enforcement. Specifically, I’m going to touch briefly on: The benefits of using social media to help maintain public order Ways that law enforcement agencies are using Twitter during crisis response What social media can add to intelligence and surveillance operations Ways to use social media for better community engagement and operational outcomes What “success” looks like in the law enforcement field How to start developing a social media policy and strategy Additional resources and support you can go to for law enforcement agencies
This generation considers email passe – Boston College stopped issuing email accounts to students in 2009 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction 1 in 6 higher education students are enrolled in online curriculum
If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia The fastest growing segment on Facebook is 55-65 year-old females Only 18% of traditional TV campaigns generate a positive ROI 90% of people that can TiVo ads do Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009 25% of Americans in the past month said they watched a short video…on their phone According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us. In the near future we will no longer search for products and services they will find us via social media More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily. Successful companies in social media act more like Dale Carnegie and less like David Ogilvy Listening first, selling second Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertiser
54% = Number of bloggers who post content or tweet daily 34% of bloggers post opinions about products & brands
The #2 largest search engine in the world is YouTube iPhone applications hit 1 bilion in 9 months
1 out of 8 couples married in the U.S. last year met via social media
Introduction to Twitter - [Insert picture of Twitter profile – from police officer; Show stream of Twitter] Ask room – how many have a Twitter profile?
140 characters Useful for rapid, real-time updates of fast-moving events Police are using Twitter to warn protestors, counteract false rumors, respond to concerns about policing as events take place Must have tight security and frequently change passwords using high-level security practices This page takes Facebook stream and posts it to Twitter
More conversational than other sites Can allow a conversation to develop between police and public Demonstrators becoming better at using Twitter to organize protests. Flash mobs and rioters can be organized spontaneously and without any clear leader or organizing group. Flash mobs are presenting serious challenges to policing. In some areas, Twitter is used to help negotiate with groups about marches & protests, agreeing to routes & locations, and using information on routes, number of participants, etc. to plan for the degree of policing required. Protesters will push out false information, then call for people to come and support their protest Hashtags are how protesters and police share tweets around an issue SECURITY Make sure the police Twitter feed is not hacked and keep access to the Twitter stream to a small group of authorized individuals.
Police Constable - One of first police officers to use Twitter, where he updates the public on his daily work. Started using Twitter, Facebook, YouTube to solve graffiti problem Explain CHALLENGE: Catch taggers in the act “ We came up with the idea of using facebook, twitter and youtube to load up pictures and videos as it was more likely to be seen by the peers of the people doing the graffiti – SOLUTION: Within a week we had two people arrested” Visibility on Twitter & Facebook provides added level of reassurance; shows public police are out there working on their behalf
Harrogate, United Kingdom You need to be cautious about the tweets so that you don’t give too much away or compromise an investigation.
A good police presence informs, shares, discusses and sometimes entertains or amuses
Theft from car – reported on this street in the last week – if you have any information, please call local police New car theft lamp post signs – good idea, bad idea? If you saw one on your street would you do anything
A good police presence informs, shares, discusses and sometimes entertains or amuses
Topic #1: Maintaining Public Order 1. MONITOR Monitor Twitter streams and Facebook pages for evidence of a protest or demonstrations Most marches and protests are organized via a Facebook page and /or using Twitter hashtag. These are open and public and can be excellent source of intelligence 2. ENGAGE IN ADVANCE Engage with organizers in advance Police can talk to people interested in the protest and explain why certain activities and routes may not be possible, and the action police will take Early engagement is the area where most benefit may be gained (must be two-way street) 3. PROMOTE ON DAY OF DEMONSTRATION Promote messages with hashtag and use Facebook page to share information on policing , public safety , what is happening and why
Crush rumors on Twitter. Put the record straight “ There have been no attacks” “ No one was injured”
1. If you start early, you get to control the hashtags and the direction of conversation. This means frequent, regular posting and engagement. Again, check to see if hashtag is being used, and keep as short as possible 2. If you ’ve been using social media channels, you will have developed trusted relationships. If you know who you can trust, it will make it easier to sort fact from fiction. 3. Have a system identified for quickly filtering through information and getting the best information passed to those on site. 4. Be ready to shift your prime effort to social media in the early stages of an incident 5. Social media is a two-way process. Officers & staff need to know how to use social media and have appropriate permissions and technologies to do so before a disaster strikes.
First message is picked up and ReTweeted by supporters
Imagine if the police voice was missing How would the conversation have changed then? The officer wrote about this on his blog: “ Using an iPhone I was able to use Tweetdeck to moniter a range of messages from all sides of the argument. I was in touch with the command cell, and able to dispel rumors instantly.” The media will also monitor Twitter, so you get the added benefit of more accurate reporting
Lesson: Using the “bomb” hashtag implies commenting/endorsing the rumor. Conflict between what men on the street and Twitter stream. Could have used better hashtag – word would have gotten out and crowd would have migrated over to better hashtag Twitter provides a way to control the message
Spokeo.com Pulls from white-pages listings, blogs, social networks, other people-related data from a large variety of public sources. Spokeo allows reverse lookup based on Email address, physical address; phone number
In Google Maps, put the RSS feed into the search bar. If they enable geo location, it will come up
Twitter lists – lets you create up to 20 lists. Lists save you the trouble from having to follow groups of people individually. Each list can be made public or private. You can make a list, and follow the list, and the people on that list won’t show that your Twitter account is following them. Leading up to an event, or for any long-term surveillance reasons, put persons of interest on a list and keep it marked private
Then, follow that list. The person of interest won’t know you’re following them. NOTE: TWITTER FUNCTIONALITY MAY CHANGE IN THE FUTURE
Foursquare check-ins are also indexed by Google & Bing
EVENTS & ENGAGEMENTS -What is happening and where, allow conversation to develop around activities, if possible. -Promote your own events, and community events to bring other in. -Also, promote activities in the local area, e.g. targeted patrols, community meetings, crime reduction efforts. -Update the page with anything that you're involved in that people will be interested in. CONTACT INFO -Obvious, but often overlooked. Full contact details, bio, phone number, email, link to details on the force website. Check that the force website has the links to the Facebook, Twitter and other outreach websites as well -Fill out profile as complete as possible – Note hyperlinks - Include in your header
PROPOSE/VOTE on PRIORITIES Widens the consultation with the public on how they want to be policed, and offers a way to invite local people to get more involved – by attending meetings, semi-formally by initiatives, such as community speed watch, or formally through volunteering or public outreach events. Can also be used to follow-up on investigations and around public order accounts. APPEALS Time-limited content, it ’s best to link back to your primary force website, so content is up-to-date. If missing person is found, Facebook page needs to be updated.
USEFUL LINKS TO OTHER SITES Sites of local interest and partners. Neighborhood Watch, Crime Stoppers, County partner websites, social service websites, etc. Don ’t just link to other PD websites EXTEND THE REACH Social media is great at promoting the information you are distributing already, but you can increase the value of your Force Website by linking to a Police Blog to your existing force website site. the best policing blogs are “a day in the life” prose created by an authorized individual officer or member of the staff to help the public better understand the police and different roles in policing service. Police blogs must be interesting, personal, informative accounts with positive information, with a personalized style, so the reader has a personal insight into being with the police officer. Consider the “marketplace of ideas” and provide the best product.
PICTURES & VIDEO - Link from you main website, or use mobile video on smartphones. Training videos, insight into all the training and hard work you do Access to approved places the public normally wouldn ’t gain access to Give snippets from behind the scenes Event videos: show how you ’re getting involved in the community, attending local youth clubs, community support activities, public outreach, school visits Use of video makes you and the force seem more approachable and human -Video http://www.beatcopdiary.vpd.ca/ Q&A SESSIONS Hold Q&A sessions around specialties or grant projects – special subjects on highway policing, recruitment or firearms. Store the content for later use. Start small and keep going for a few months to build interest. Variety of tools and software packages that let you keep participants on your site, incorporate into Twitter, etc. (Ustreatm; coveritlive.com, etc.) Similar to call-in radio shows “Every Tuesday at 7pm, Talk Story with the Chief” Talk about CULTURE first. Have culture and policies in place.
MISSION & PURPOSE Be very clear about how the content you post on social media channels supports the force and its local priorities. Explain how what you ’re doing is helping your partners to address local issues affecting the community. Provide links to operations and success stories that are of broad interest and relevance The content you post will be a reflection of your force, and will create a perception or “branding” of your force. Be intentional about how you want to be portrayed. Have discussions about this in advance. What will be the “tone of voice”? REGULAR UPDATES If you can ’t commit to regular and consistent updates, then don’t start #1 most important thing “ Regularly” might mean daily, weekly or monthly, but if people check back and there’s no new content, they’ll stop checking back. So allocate the resources to regular, consistent updates before you start.
* The tone and culture will reflect the person in charge of community, the community social media manager
Social media is changing fast – really fast. It will be IMPOSSIBLE to keep up. Twitter is only 5 years old. 3 Years ago MySpace was more popular than Facebook. Any policy you write now will be obsolete in 2 years For example, Foursquare is going to be more popular in the next 12 months, so will your policy cover Foursquare? What about Empire Avenue? Klout? [show screen of all social media profiles] If you cant write a policy that will work for every platform in existence now or in the future, what can you do? Use your existing Internet use policies, or better, Use you own guidelines for interacting with the public, or email, or Internet. Are you allowed to email confidential information to the public? No. So common sense would say don’t post it to your Facebook. If there’s concern about common sense, then perhaps additional training on Facebook, Twitter and personal blogs would be appropriate. You would never be allowed to bring 100 people into a hospital room while you take pictures of a suspect, and you probably wouldn’t email that photo to the newspaper, so don’t post it to Facebook or Twitter. That’s a good barometer Is what I’m writing something that my Chief, my colleagues, my family, my friends would want to see on the front page of the newspaper? How will what you post affect the people you’re working with? Don’t publicize anything that could jeopardize a case or reveal information to the public that hasn’t been approved for public release. You have existing policies in place that cover this Social media puts “the public” in your pocket –consider if what you’re doing is an appropriate thing for the public to see. You are using your judgment about what you’re giving the public access to. If your professional standards don’t already explain the type of information and material that is appropriate for the police to share with the public
You’ll hear a whole bunch of people saying you need a whole stack of documents to manage social media, and I’m here to explain why the policies you have in place now should be the focus of this effort. Its important to provide guidance, but don’t get bogged down in too much policy because social media moves fast and you already have policies that cover much of what’s going on in social media.
Chris Duque, cyber security expert and 30 year veteran, most as a detective, was recently quited: &quot;HPD is among the thousands, tens of thousands of other agencies, not only law enforcement, but government, military, private sector, they try to grasp technology, social media including, and the internet,” said Chris Duque, a cyber security expert who retired from HPD where he spent nearly 30 years on the force, most of them as a detective.
Social media is not for gossip, need to be careful that you don’t share too much with the public or jeopardize a case Images of the public can be contentious. Don’t post pictures of people’s faces (especially of children), protect all personally identifying information, and get written consent if you want to use information or images from an event. If you’re in a private home or place of business, in an area where protections of privacy are afforded, do not post pictures to social media sites
Borrowed from Rotary International and global ethics guidelines
I’ve posted this link on my Twitter stream @lkinoshita Social Media is not a magic answer, but when approached with proactive planning and realistic expectations, it can be a very valuable tactical device for law enforcement.
What happens at the traffic stop lives on in Facebook … YouTube …. Twitter [Recent ruling about public’s right to film & post] It’s called a Revolution because it’s happening from the bottom up. And when I say Revolution, I want you to think about the change that has happened in Egypt, Libya and the middle east, with social media at the center. I started off with some facts -- this isn’t just academics talking about it; it’s literally changing the landscape of the world we live in. There isn’t an industry that hasn’t been touched by digital media. The MUSIC industry – selling albums is a thing of the past, now its songs The BOOK industry – 35% of books are downloaded in digital form, and bookstores are going out of business The NEWS industry – readership is at all time low The TELEVISION industry – Viewers with DVRs fast-forward through commercials. The ADVERTISING industry– Shifting to the digital screen The eyes of the world are watching and listening, this is not reversible. The Internet persists on thousands of servers worldwide, and even if there was a disruption, it would be restored within days. What we are witnessing is humanity searching for its next evolutionary leap, and we are only 20 years into it. Can you imagine what people would have said in the 1600’s about the impact of the written word? There’s no way to estimate the change this will bring, but one thing is for sure – the landscape of law enforcement, community engagement and social activism is changing. Word of mouth is now “World” of mouth
Social Media in Law Enforcement
Social Media in Law Enforcement
<ul><li>Laura Kinoshita, President </li></ul><ul><li>Kinoshita Communications LLC </li></ul>Certified Inbound Marketer, Educator and Partner with HubSpot Author: West Hawaii Social Media Report http://bit.ly/westhawaii @lkinoshita
Social Media for Small Business Boot Camp <ul><li>More than 100 small business owners trained in theory and basic fundamentals of social media best practices </li></ul>
On the Docket: <ul><li>Current Landscape of Social Media </li></ul><ul><li>Tactical Advantages of Twitter </li></ul><ul><li>Intelligence and Surveillance Tools </li></ul><ul><li>Community Engagement & Operational Outcomes </li></ul><ul><li>Developing a Social Media Policy </li></ul><ul><li>What Success Looks Like </li></ul><ul><li>Discussion </li></ul>
Fact: Social Media Isn’t a Fad It’s the biggest shift since the Industrial Revolution
GenY now outnumbers Baby Boomers….96% of them have joined a social network
750 Million Active Facebook Users Source: Tech Herald Photo Credit: Oversocialized
200Million The number of blogs on the Internet. Source: Technorati, Wikipedia
Mobile Internet will be bigger than Desktop Internet in 4 Years
<ul><li>Time to Reach 50 million Users: </li></ul><ul><ul><li>Radio: 38 Years </li></ul></ul><ul><ul><li>TV: 13 Years </li></ul></ul><ul><ul><li>Internet: 4 Years </li></ul></ul><ul><ul><li>iPod: 3 Years </li></ul></ul><ul><li>Facebook added 100 million users in less than 9 months </li></ul>
Social Media has overtaken porn as the #1 activity on the Web. Source: Socialnomics, Huffington Post
Tactical Advantages of Twitter (20 mins) “ Twitter is like a Text Message with a BCC: To The World”
PC Ed Rogerson <ul><li>@hotelalpha9 </li></ul><ul><li>Started “Tweeting” and using Facebook to get community’s help to solve crime </li></ul><ul><li>Provides extra reassurance to public </li></ul>
<ul><li>“ I wanted to let people know I am there, even if people can’t see me, or we don’t pass on the street people can see that I am dealing with their issues.” </li></ul><ul><li>- PC Ed Rogerson </li></ul><ul><li>@hotelalpha9 </li></ul>
Effective Use of Twitter <ul><li>Intelligence Gathering </li></ul><ul><li>Use of social media now can pay enormous dividends later </li></ul><ul><li>Once you have an active following: </li></ul><ul><ul><li>Respond to community concerns </li></ul></ul><ul><ul><li>Seek witnesses for crimes </li></ul></ul><ul><ul><li>Get early warning on protests & demonstrations </li></ul></ul><ul><li>Make your friends before you need them </li></ul>
Twitter During Crisis Response <ul><li>Twitter for Disaster Response </li></ul><ul><li>Start early so you can control the message </li></ul><ul><li>Identify trusted sources early </li></ul><ul><li>Know how to filter information and get essential facts relayed to those on the ground </li></ul><ul><li>Know how social media complements your existing efforts </li></ul><ul><li>Allow updates from the field </li></ul>
Example: #EDL <ul><li>Conversation begins with supporters: </li></ul><ul><li>EDL>Protest in Dudley today, come and support #EDL </li></ul><ul><li>PUBLIC> RT Protest in Dudley today, come and support #EDL </li></ul><ul><li>Then it gets interesting: </li></ul><ul><li>EDL> Muslims with knives rioting in Dudley #EDL </li></ul><ul><li>PUBLIC> RT 100s Muslims with knives rioting in Dudley—get here! #EDL </li></ul><ul><li>Police response: </li></ul><ul><li>POLICE>There are no Muslims rioting in Dudley – all quiet #EDL </li></ul><ul><li>PUBLIC>RT Police say There are no Muslims rioting in Dudley – all quiet #EDL </li></ul>
<ul><li>EDL tries again: </li></ul><ul><li>EDL> #EDL supporter stabbed by Muslim in Dudley </li></ul><ul><li>Public> RT #EDL supporter stabbed by Muslim in Dudley—come and support us </li></ul><ul><li>POLICE>#EDL no one stabbed, this is misinformation. Follow for accurate facts </li></ul><ul><li>Public starts to realize who trusted source of info is: </li></ul><ul><li>Public>#EDL misinformation being spread by EDL—listen to police tweets </li></ul><ul><li>Public>#EDL police say no one has been stabbed—EDL lying </li></ul><ul><li>EDL supporters keep trying: </li></ul><ul><li>EDL> #EDL police allowing muslims to attack whites in Dudley </li></ul><ul><li>POLICE>#EDL no one has been attacked in Dudley </li></ul><ul><li>Public>#EDL don ’t react to EDL lies—police say no one been attacked </li></ul><ul><li>Public>#EDL thank you police for accurate tweets </li></ul>
Twitter Blunder: Careless Hashtag <ul><li>Man enters bank, threatens people </li></ul><ul><li>Rumors of bomb surface </li></ul><ul><li>As stand-off grows, police refuse to comment if bomb is involved </li></ul><ul><li># Watfordbomb hashtag emerges on Twitter </li></ul><ul><li>Police tweets appear on # Watfordbomb , conflicts with communication strategy at the scene </li></ul>
Put Tweets on a Map <ul><li>Google and Bing have Twitter mapping functionality </li></ul><ul><li>For users who have geo-location enabled, you will see location of Tweets </li></ul><ul><li>I also like www.spokeo.com </li></ul>
10 Things to Have on Your Facebook Page <ul><li>Events & Engagements </li></ul><ul><li>Contact Information </li></ul>
10 Things to Have on Your Facebook Page <ul><li>3. A Way for People to Participate: Propose or Vote on Priorities </li></ul><ul><li>4. Appeals for wanted persons, missing people, requests for intelligence </li></ul>
10 Things to Have on Your Facebook Page <ul><li>5. Useful links to other sites </li></ul><ul><ul><li>County partners </li></ul></ul><ul><ul><li>Social service </li></ul></ul><ul><ul><li>Crime stoppers </li></ul></ul><ul><ul><li>Neighborhood watch </li></ul></ul><ul><ul><li>FAQ </li></ul></ul><ul><li>6. Extend the Reach with a Police Blog </li></ul>
10 Things to Have on Your Facebook Page <ul><li>7. Pictures & Video </li></ul><ul><li>8. Live Q&A Sessions (Twitter, live streaming) </li></ul>
10 Things to Have on Your Facebook Page <ul><li>9. Mission and Purpose </li></ul><ul><li>10. Regular Updates </li></ul>
What “Success” Looks Like <ul><li>Community feels comfortable participating </li></ul><ul><li>Officers feel comfortable regularly sharing and maintaining community; setting the tone & culture </li></ul><ul><li>Social channels are building relationships before you need them, and are there for you when you do </li></ul>
<ul><li>The community helps each other </li></ul><ul><li>You are a reliable source for sharing info. and crime, better than the news sites </li></ul><ul><li>There is less admin/incoming calls </li></ul><ul><li>Lost dogs and curiosity will be a part of the conversation; accept it and participate </li></ul><ul><li>If your culture isn’t ready, don’t start </li></ul>What “Success” Looks Like
Use the Guidelines You Have Now <ul><li>HPD's Professional Standards Office </li></ul><ul><li>Existing policies about social interactions: </li></ul><ul><ul><li>We will give you guide on what to say to the public </li></ul></ul><ul><ul><li>Generally we trust you (email and Internet) </li></ul></ul><ul><ul><li>If there’s a complaint we’ll deal with it </li></ul></ul><ul><ul><li>If you make an error, we’ll apologize and deal with it </li></ul></ul>
You Have a Strategy for Policing <ul><li>To protect the public </li></ul><ul><li>To make communities safer </li></ul><ul><li>To improve what you do </li></ul><ul><li>Use this to guide your social media efforts </li></ul>
The 4-Way Test of Social Media <ul><li>Is it true ? </li></ul><ul><li>Is it fair to all concerned? </li></ul><ul><li>Will it breed goodwill and better friendships ? </li></ul><ul><li>Is it beneficial to all concerned? </li></ul>
Social Media Policies <ul><li>Do you need a stack of policies before you begin? No. </li></ul><ul><li>Should you turn your force loose with no guidance? No. </li></ul><ul><li>Look at policies for talking to the Media </li></ul><ul><li>Social media is a form of publishing </li></ul><ul><li>Sample Policies for Law Enforcement: </li></ul><ul><li>http://bit.ly/qTRMol </li></ul>
<ul><li>Special Offer : Group Training on Social Media – HSLEOA Only - Limited to 12 participants </li></ul><ul><li>Four online training sessions (45-minutes each) to go deeper on topics </li></ul><ul><li>1 call every 2 weeks, starting Oct. 6th </li></ul><ul><li>GotoMeeting Platform </li></ul><ul><li>Recorded calls </li></ul><ul><li>Transcripts </li></ul><ul><li>Action plan </li></ul><ul><li>Slides </li></ul><ul><li>Social media policies </li></ul><ul><li>Law enforcement blogs </li></ul><ul><li>Links to other resources </li></ul>http://bit.ly/HSLEOA11
Questions? Laura Kinoshita (877) 239-3067 @lkinoshita http://bit.ly/HSLEOA11