The Social Officer


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

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The Social Officer

  1. 1. The Social Officer:Connecting Cops and Civilians Using Social MediaPresentation will be available at for download the presentation.Presented by Chantielle KennedyFounder, CIK Marketing<br />© 2011 CIK Marketing<br />
  2. 2. The Social Officer<br />© 2011 CIK Marketing<br /><ul><li>Introduction
  3. 3. Part One: Brief Overview of Social Media
  4. 4. Defining Social Media
  5. 5. Why It Makes Sense for Police Services
  6. 6. Part Two: Getting Started With Social Media
  7. 7. Find Your Face
  8. 8. Start Active Listening
  9. 9. Define Objectives
  10. 10. Create a Social Media Policy</li></ul>BREAK<br />Part Three: Connecting with Civilians<br />
  11. 11. © 2011 CIK Marketing<br />The Social Officer<br />About Me<br /><ul><li>Founder CIK Marketing
  12. 12. Content development, search engine optimization, social media management, website design consultant
  13. 13. More than six years of search engine marketing experience.
  14. 14. A graduate of the University of Western Ontario and student of the Search Engine Marketing Professional Organization (SEMPO)
  15. 15. Consulted with police services throughout Ontario on the importance of social media and connecting with civilians online.</li></li></ul><li>© 2011 CIK Marketing<br />The Social Officer<br />About Me<br />
  16. 16. © 2011 CIK Marketing<br />The Social Officer<br />Creep Me<br /><br /><br /><br /><br /><br />
  17. 17. © 2011 CIK Marketing<br /><br />Social Media Revolution 2 – Erik Qualman<br />
  18. 18. © 2011 CIK Marketing<br />Part One: Brief Overview of Social Media <br />Definition:<br />Social media platforms are primarily Internet and mobile-based tools for sharing and discussing information among human beings. <br />Social media marketing programs<br />usually center on efforts to create <br />unique and relevant content that <br />attracts attention and encourages <br />readers to share it with their social <br />networks. <br />A message spreads from user to user and presumably resonates because it is coming from a trusted source, friend, family, or community member.<br />
  19. 19. Why Social Media Makes Sense forPolice Services<br />© 2011 CIK Marketing<br />Police information = always unique and relevant content<br /> No longer need to rely solely on traditional media to get a message out<br />Increased control over the message<br /><ul><li> How it is broadcast (removes the risk of misquotes, information being used out of context)
  20. 20. When it is broadcast </li></ul>(No more waiting for the evening news)<br />
  21. 21. © 2011 CIK Marketing<br />Why Social Media Makes Sense forPolice Services<br />Police information = always incentive to share<br /> Good Samaritans will help you spread important information faster.<br />The “Viral Effect”<br />One person tells 10 people, these 10 people each tell an additional 10 people etc.<br />“It’s like a bad car crash – you can’t look away”<br />Civilians are curious about police activity and investigations – will be open to sharing information<br />
  22. 22. © 2011 CIK Marketing<br />Why Social Media Makes Sense forPolice Services<br />Police information = comes from a trusted source<br />You’re the police for Pete’s sake!<br />Stand Out in a Crowd of Marketing Messages<br />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”<br />
  23. 23. © 2011 CIK Marketing<br />Why Social Media Makes Sense forPolice Services<br />Evolving Information Dissemination Methods <br />Does your service still:<br /><ul><li> rely on mass faxing to spread information to as many people, organizations, news sources as possible?
  24. 24. make phone calls (*gasp*)
  25. 25. use e-mail blasts to quickly get information over the wire?</li></ul>Inefficient modes of communication <br /><ul><li> time consuming
  26. 26. possibility of receiving it too late, or not at all</li></li></ul><li>© 2011 CIK Marketing<br />Why Social Media Makes Sense forPolice Services<br />Evolving Information Dissemination Methods <br />What if you could share a message:<br /><ul><li> with thousands of citizens
  27. 27. collect public feedback, tips, and leads more efficiently
  28. 28. and do it all faster and more effectively then ever before?</li></ul>Top Secret Information: <br />Social media makes your life easier by streamlining communications.<br />AND.....<br />Social Media is an affordable communication tool (most cases, it’s free).<br />
  29. 29. © 2011 CIK Marketing<br />Why Social Media Makes Sense forPolice Services<br />One Post – Four Methods of Contact<br />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:<br />Posted to the Small Town Police Service Facebook Fan Page Wall<br />Published on the website’s RSS Feed<br />Sent out to newsletter subscribers via email<br />Tweeted via the @STPS account<br />
  30. 30. © 2011 CIK Marketing<br />Part Two:<br />Getting Started with Social Media<br />
  31. 31. 15<br />Getting Started With Social Media<br />Claim Your Face –<br />2. Start Active Listening<br />  “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.”<br /><ul><li>Christa Miller </li></ul>(Social Crisis Response published in the February 2011 issue of<br />How to Use Social Media to Boost Your Business<br />
  32. 32. © 2011 CIK Marketing<br />Getting Started With Social Media<br />An example of social listening:<br />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. <br /><ul><li>tracked protestor movements
  33. 33. received tips from the public
  34. 34. monitored what traditional media was reporting</li></ul>The information was used for investigations, intelligence and public communication. <br /><br /><br />
  35. 35. © 2011 CIK Marketing<br />Getting Started With Social Media<br />Claim Your Face –<br />2. Start Active Listening<br />3. Define ObjectivesWhat you want to accomplish + why/how social media will help you accomplish this<br />4. Put a Social Media Policy in Place<br />(oh no, not more paper work!)<br />
  36. 36. © 2011 CIK Marketing<br />Getting Started With Social Media<br />What Is A Social Media Policy?<br /><ul><li> crafted primarily with company (police service) protection in mind.
  37. 37. 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)</li></ul><br /> – search for:<br />“Sample police department social media policies”<br />
  38. 38. © 2011 CIK Marketing<br />Part Three:<br />Connecting with Civilians<br />
  39. 39. Fighting Crime with Social Media<br />Social Media Inside the Service<br />Connecting Cops and Civilians<br />Controlling Your Message<br />Community Outreach<br />Crisis Response<br />Putting a “Face to the Force”<br />© 2011 CIK Marketing<br />Connecting With Civilians<br /><br />
  40. 40. © 2011 CIK Marketing<br />Fighting Crime with Social Media<br />Criminals are stupid<br />Technology only amplifies this.<br />Case in point: <br />Fugitive busted after accepting friend request <br />Alleged fraudster added former Justice Department official to friends list <br />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.<br />Originally posted in the Associated Press <br />Awwww<br />shucks<br />
  41. 41. © 2011 CIK Marketing<br />Fighting Crime with Social Media<br />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.<br />Undercover work can be done to catch criminals<br />BUT<br />Most of the time a simple search for a suspects name will pull up their profile complete with phone number and home address!<br />Double edged sword: Officers are creating fake profiles to befriend criminals… criminals are creating fake profiles to befriend cops – Be Careful!<br />Check personal privacy settings, especially on Facebook<br />
  42. 42. © 2011 CIK Marketing<br />Fighting Crime with Social Media<br />Never underestimated the power of YouTube<br /><ul><li> More than 2 billion views per day
  43. 43. YouTube averages 3.7 billion searches a month (March 2010) </li></ul>[Google fields about 11 billion a month, while Yahoo handles roughly 2.6 billion]<br />Law enforcement agencies are using YouTube to help catch criminals.<br /><ul><li> 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).
  44. 44. 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.</li></li></ul><li>© 2011 CIK Marketing<br />Social Media Inside the Service<br />Social networking tools can be used within a police service in order to increase productivity and communications.<br />Twitter<br />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.<br />Blogs<br />An internal blog is a great way to inform department members about upcoming events, post new procedures, and solicit feedback from officers<br />Podcasts and Videos<br />Enhance professional development courses with video and audio that can then be shared via an intranet system.<br />
  45. 45. © 2011 CIK Marketing<br />Social Media Inside the Service<br />Facebook Groups<br />Create private events for department events – post pictures, share links, create a more communal feel inside your service. <br />Create Your Own Social Network <br />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.<br />
  46. 46. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Controlling Your Message<br /><br />I disagree with the Jim Brosnan (ie. Police controlling message is bad)<br />Every business or organization tries to control their message (press release)<br />It’s the journalists job to find extensive details<br />Don’t be a fool<br />With Control Comes Responsibility<br />Three T’s of Social Media Responsibility <br />Truthful<br />Transparent<br />(never be) Too careful<br />Don’t pull a Maxi Sopo and post something that can be used against you.<br />
  47. 47. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Controlling Your Message<br />Benefits of Control<br /><ul><li> Time
  48. 48. Method – video, audio, photos, written content
  49. 49. Publicize information that the media might not find “newsworthy”</li></ul>Ability to collect and monitor feedback<br />Hard Copy Evidence<br />Main Disadvantage<br />Time consuming<br />
  50. 50. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Community Outreach<br />Times are changing – in an increasingly tech-savvy age, police services need to adapt to the times and start utilizing available resources.<br />“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.” <br /><ul><li> George Erwin Jr., </li></ul>Executive director of the N.C. Association of Chiefs of Police.<br />(source: “Police using social media more to talk with public”,<br />
  51. 51. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Community Outreach<br />Social Media as a Public Information Strategy<br />Successful Strategies<br />Vancouver Police Department - Behind The Blue Line blog <br /><ul><li> what it is like to work for the VPD
  52. 52. how ‘the job’ has changed the author’s view of things
  53. 53. helps bring the VPD closer to the community by developing a relationship between blog readers and the author Cst. Glendinning. </li></ul>Boca Raton Police Department - VIPER project <br /><ul><li> a community policing program to fight crime and provide an interactive platform to engage with the public
  54. 54. use social media for educational purposes – crime reports, traffic updates, safety advice, and crime prevention tips</li></li></ul><li>© 2011 CIK Marketing<br />Connecting Cops with Civilians:Community Outreach<br />Saanich Police Department - Podcasts<br /><ul><li>quick updates regarding important recent issues
  55. 55. crime prevention and safety tips
  56. 56. unsolved crimes podcast to keep cold cases in the eye of the public.</li></ul>Chatham-Kent Police Service – CKPS Facebook Page<br /><ul><li> Community forum where civilians can interact with an officer
  57. 57. ask questions – discussion area
  58. 58. Stats: Since launch (May 2010)
  59. 59. 569,787 post views
  60. 60. 2,220 feedbacks (comments, likes)
  61. 61. 1,019 fans
  62. 62. 67% are female</li></ul>Age of Fans<br /><ul><li> 3.9% (13-17)
  63. 63. 13.4% (18-24)
  64. 64. 22.2% (25-34)
  65. 65. 25.1% (35-44)
  66. 66. 21.1 % (45-54)
  67. 67. 10.4% (55+) </li></li></ul><li>© 2011 CIK Marketing<br />Connecting Cops with Civilians:Community Outreach<br />How to Start Your Outreach Strategy<br />1. Figure out who will be in spearheading the project - Public Information Officer<br />2. Figure out what networks to use<br /> - Is the officer comfortable with them <br /> - Is your community involved in that network<br />3. Set your guidelines – social media policy<br />
  68. 68. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Community Outreach<br />Important!<br />If your police service joins a social network you<br />must be involved<br />People will expect you to respond to their <br />Tweets<br />Wall posts<br />Forum posts<br />Blog Comments<br />Etc.<br />You will lose credibility and your efforts will be compromised if you aren’t actively participating.<br />Social Media isn’t just for <br />pushing information<br />It’s a<br />two-way street<br />
  69. 69. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Crisis Response<br />An August 2009 survey of 1,058 adults, commissioned by the Red Cross, suggested that more people turn to social media even before 911. <br /><ul><li> 44% would ask other people in their online social network to contact authorities.
  70. 70. 35% would post a direct request for help on a response agency's Facebook page.
  71. 71. 28% would send a direct Twitter message to responders.
  72. 72. 69% said that emergency responders should monitor social media sites in order to send help quickly.
  73. 73. 50% believe agencies are already responding to social calls for assistance.
  74. 74. 74% expected help to come less than an hour after their tweet or Facebook post.</li></ul>September 2009 – Two girls trapped in an Adelaide (Australia) storm sewer drain post a called for help on Facebook rather than ring the authorities<br />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.<br />
  75. 75. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Crisis Response<br />How to filter information quickly and efficiently on social networks<br />HootSuite –<br />TweetDeck –<br />SwiftRiver<br />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. <br />(Source<br />Nixle?<br />
  76. 76. © 2011 CIK Marketing<br />Connecting Cops with Civilians:Put a “Face to the Force”<br />Police are people too! Don’t be afraid to have a little but of fun.<br />People respond to people, not logos or branding<br /> - Use an officer as your brand persona<br />People don’t trust authority – so try to include a variety of information on your networks, events, photos, even jokes… humanize your police service.<br />West Midlands Police Service <br />“Police Puppies” Facebook photo album<br />
  77. 77. © 2011 CIK Marketing<br />Useful Resources<br />Law Enforcement 2.0 LinkedIn Group<br /><br /><br /><br /><br /><br />Pick My Brain!<br />