In this presentation we look at how law enforcement agencies around the world are using Social Media for Predictive, Proactive and Investigative reasons. We look at some best practice examples around the world and explored the role Social Media played in major world events like the UK Riots. Presented by Kathy Phelan and Kanella Gougousis for the Australian Government Attorney-General's Department.

1. Attorney-General’s
Department
12 September 2011

2. Welcome and
introductions
Kathy Phelan & Kanella Gougousis
Social Media Education Group
www.socialmediaeducationgroup.com
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

3. Presentation overview
Social Media – What is it?
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

4. Australian Government
Participation
• Over 275 online consultations in last two years
• Over 370 agency Twitter accounts
• Over 70 agency blogs
• Over 45 agencies using YouTube
• Over 50 Facebook pages
• At least five data mash-up competitions
• 99 Federal politicians on Twitter
Thomler, C 2011, ‘Developing an agency social media infrastructure’, 9 September, conference presentation.
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

5. Online Safety
and Education
Parents have an expectation that schools will teach online safety but
teachers are ill-equipped.
Teachers have an expectation that parents will supervise and manage
children online.
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

6. Q&A
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

7. Social Media for
Law Enforcement
Case studies – Participation, Predictive, Investigative
Toronto Police video introduction
http://www.youtube.com/watch?v=_BOpNtE0Gu4
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

8. Participation
Colorado Springs Police Department - Staff 1,000 and Population 420,000
Twitter in 2009
- Communicate with local media outlets to notify of incidents
Facebook in 2010
- Police Blotter updates - arrests and crime data in areas
- Photos posted and community used to identify criminals
- Submit an anonymous tip
- Information about stolen cars published
- Police Chief blog posts linked and featured
- Press conferences
Website updated in 2010
- Crime reports submitted online using narrator
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

9. Benefits
• Online crime reporting more efficient for the service and convenient for community
• Work flows and accuracy significantly improved with online submissions using
the narrator
• Greater visibility and improved community relationships
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

10. Toronto Police Service - Staff 8,000 and Population 2.5 million
Twitter in 2009
- Used by leadership, inform media and educate public
Facebook in 2010
- Public safety alerts
- Posts to identify criminals
- Link to the tip page on the website
- Promote community events
- Facebook feeds for key officers and their professional profile
- Police Chief blog posts linked and featured
Website updated in 2011
- Online crime reporting
- Online background checks
- Community information - traffic, crime rates in neighbourhoods
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

11. Benefits
• Website redesign with Facebook
and Twitter feeds integrated and
information
architecture developed to meet
community needs
• Devolved authority – officers to
use tools in their day to day work
• Easier community access to police
• Increased touch points to
communities for officers
• Leadership using tools to
communicate more regularly to
the public and workforce

12. New York City –
90 Day Digital Plan
http://www.youtube.com/watch?v=t9JoG-5d04M
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

13. Predictive
Case study: London riots
6 - 10 August 2011
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

14. What triggered
the riots?
• Death of a young person during a police operation
• Socioeconomic environment
• School holidays
• Social marginalisation
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

15. Experts believe - decentralised, spontaneous and leaderless
Looting concentrated on technology and clothing stores
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

16. Social media played a role in shaping and forming people’s opinions
about what was happening on the ground
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

17. Twitter and Facebook played a
role but most of the criminal
activity was organised using
Blackberry Messenger
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

18. What is BBM?
• It can be used to organise discreet groups,
one message can mobilise many in a
private way
• It’s a messaging service that stays open
and people in the group can communicate
with each other without people outside the
group accessing what is being discussed
• Group access is via pin number or barcode
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

19. Facebook and Twitter are open and identifiable to outsiders and
search tools

20. Experts believe participants
were driven by a need to:
• belong
• be significant
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

21. Manifestations of these traits were evident in both the rioters and the
clean up teams
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

22. Predictive
What intelligence would have helped officers on the ground?
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

23. Analysing data
for intelligence
Reactive
Lessons from the
London riots
Tracking mentions of
keywords, volume
http://www.guardian.co.uk/uk/
interactive/2011/aug/24/riots-
twitter-traffic-interactive
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

24. Proactive
NYPD use Twitter to shutdown gang meet up
Monitoring Twitter, one step ahead
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

25. Why need
to commit
Venice Beach flash mob
Local vigilante using free
online software
http://trendsmap.com/
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

26. Investigative
Crowdsourcing
Colorado Springs Police Department & London riots
• Identifying criminals by uploading images and CCTV footage
• Gain tips
• Police have control - previously reliant on news outlets to reach
the public
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

27. Data mining
NYPD Social Media Unit
Colorado Springs Police Department & London riots
• New York Police Department mine social media sites to identify
troublemakers announcing plans or brag about crimes on Twitter
and Facebook
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

28. Evidence
collection
London riots
• People posing with looted goods, make admissions online via their
social media profiles
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

29. Strategy and
Methodology
Technology User Types – 7 profiles
Netreprenuer: Works and makes a living in the online space, likely to be a
developer or programmer, enjoys building online infrastructure as opposed
to using. Technically very capable.
Early Adopter: Tech savvy and open minded to trying innovations in the
online space. Will be using websites and applications well before the
mainstream. Early adopters are also often the reviewers and critics.
Connector: Enjoys a large network of friends online, shares communication,
information and content and is less inclined to create content. Heavy use of
social networking sites and usually an extrovert.

30. Collaborator: Looks to use social media to work together with others,
generate content and often use online tools to advocate and educate.
Scene Breaker: Uses the online space to promote personal artistic
endeavours, organise events, stay ahead of the pack culturally and keep
track of up-and-coming talent.
Transumer: Research potential purchases and prices, very comfortable
buying and selling goods online. An ebay account likely, regular
purchaser of books, tickets, gifts and even clothes.
Essentialist: Probably the largest user type, less savvy technically, use
the online space for communication with family and friends, heavy use
of email, may have a social networking site but use limited.
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

31. Q&A
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011

32. www.socialmediaeducationgroup.com
Call 1300 308 468
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