The Social Officer
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The Social Officer

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The Social Officer was presented at the 2011 Blue Line Law Enforcement Conference and Tradeshow.

The Social Officer was presented at the 2011 Blue Line Law Enforcement Conference and Tradeshow.

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The Social Officer The Social Officer Presentation Transcript

  • The Social Officer:Connecting Cops and Civilians Using Social MediaPresentation will be available at for download atslideshare.com/cikmarketingfollowing the presentation.Presented by Chantielle KennedyFounder, CIK Marketing
    © 2011 CIK Marketing
  • The Social Officer
    © 2011 CIK Marketing
    • 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 Policy
    BREAK
    Part Three: Connecting with Civilians
  • © 2011 CIK Marketing
    The Social Officer
    About Me
    • 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.
  • © 2011 CIK Marketing
    The Social Officer
    About Me
  • © 2011 CIK Marketing
    The Social Officer
    Creep Me
    www.facebook.com/cikmarketing
    www.twitter.com/cikmarketing
    www.flickr.com/cikmarketing
    www.cikmarketing.ca
    chantielle@cikmarketing.ca
  • © 2011 CIK Marketing
    http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
    Social Media Revolution 2 – Erik Qualman
  • © 2011 CIK Marketing
    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 programs
    usually 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
    © 2011 CIK Marketing
    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)
  • © 2011 CIK Marketing
    Why Social Media Makes Sense forPolice Services
    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
  • © 2011 CIK Marketing
    Why Social Media Makes Sense forPolice Services
    Police information = comes from a trusted source
    You’re the police for Pete’s sake!
    Stand Out in a Crowd of Marketing Messages
    Consumers 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”
  • © 2011 CIK Marketing
    Why Social Media Makes Sense forPolice Services
    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
  • © 2011 CIK Marketing
    Why Social Media Makes Sense forPolice Services
    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).
  • © 2011 CIK Marketing
    Why Social Media Makes Sense forPolice Services
    One Post – Four Methods of Contact
    Officer 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
    Published on the website’s RSS Feed
    Sent out to newsletter subscribers via email
    Tweeted via the @STPS account
  • © 2011 CIK Marketing
    Part Two:
    Getting Started with Social Media
  • 15
    Getting Started With Social Media
    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
  • © 2011 CIK Marketing
    Getting Started With Social Media
    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.
    www.google.com/alertswww.socialmention.com
    www.search.twitter.com
  • © 2011 CIK Marketing
    Getting Started With Social Media
    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!)
  • © 2011 CIK Marketing
    Getting Started With Social Media
    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.net
    policeone.com – search for:
    “Sample police department social media policies”
  • © 2011 CIK Marketing
    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”
    © 2011 CIK Marketing
    Connecting With Civilians
    http://philadelphia.cbslocal.com/category/watch-listen/video-on-demand/?autoStart=true&topVideoCatNo=default&clipId=5580639&flvUri&partnerclipid
  • © 2011 CIK Marketing
    Fighting Crime with Social Media
    Criminals 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
    Awwww
    shucks
  • © 2011 CIK Marketing
    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
    BUT
    Most 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
  • © 2011 CIK Marketing
    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.
  • © 2011 CIK Marketing
    Social Media Inside the Service
    Social networking tools can be used within a police service in order to increase productivity and communications.
    Twitter
    Create 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.
    Blogs
    An internal blog is a great way to inform department members about upcoming events, post new procedures, and solicit feedback from officers
    Podcasts and Videos
    Enhance professional development courses with video and audio that can then be shared via an intranet system.
  • © 2011 CIK Marketing
    Social Media Inside the Service
    Facebook Groups
    Create 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 Podioare 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.
  • © 2011 CIK Marketing
    Connecting Cops with Civilians:Controlling Your Message
    http://www.youtube.com/watch?v=wY6ZjXdoV9Q
    I disagree with the Jim Brosnan (ie. Police controlling message is bad)
    Every business or organization tries to control their message (press release)
    It’s the journalists job to find extensive details
    Don’t be a fool
    With Control Comes Responsibility
    Three T’s of Social Media Responsibility
    Truthful
    Transparent
    (never be) Too careful
    Don’t pull a Maxi Sopo and post something that can be used against you.
  • © 2011 CIK Marketing
    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
  • © 2011 CIK Marketing
    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)
  • © 2011 CIK Marketing
    Connecting Cops with Civilians:Community Outreach
    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
  • © 2011 CIK Marketing
    Connecting Cops with Civilians:Community Outreach
    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+)
  • © 2011 CIK Marketing
    Connecting Cops with Civilians:Community Outreach
    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
  • © 2011 CIK Marketing
    Connecting Cops with Civilians:Community Outreach
    Important!
    If your police service joins a social network you
    must be involved
    People will expect you to respond to their
    Tweets
    Wall posts
    Forum posts
    Blog 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
    It’s a
    two-way street
  • © 2011 CIK Marketing
    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.
  • © 2011 CIK Marketing
    Connecting Cops with Civilians:Crisis Response
    How to filter information quickly and efficiently on social networks
    HootSuite – www.hootsuite.com
    TweetDeck – www.tweetdeck.com
    SwiftRiver
    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/)
    Nixle? www.nixle.com
  • © 2011 CIK Marketing
    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
  • © 2011 CIK Marketing
    Useful Resources
    Law Enforcement 2.0 LinkedIn Group
    http://connectedcops.net/
    http://cops2point0.com/
    http://www.officers.com
    http://michaelvallez.com/
    http://crisiscommscp.blogspot.com/
    Pick My Brain!www.cikmarketing.cawww.twitter.com/cikmarketingwww.facebook.com/cikmarketingchantielle@cikmarketing.ca