How law enforcement should and should not use social media. Presented by Dwight Zahringer of Trademark Productions, TruReview.com for the Police Officers Association of Michigan annual conference in Grand Rapids, MI.
Read 1st part of slide“To put that in perspective, that’s about 4 years after the commercial internet was born and 2 to 10 times longer than most of our competition.Bullet 1 – then “I hope one of your biggest takeaways from today is that a “A great website is useless if it doesn’t get found and generate leads!”Bullet 2 – then “this includes international automotive suppliers and several state governments including Michigan, Massachusetts and Tennessee Bullet 3 – We can work with your internal team and help make sure that you’re making the right decisions.
1 -There are no tricks or top-secret formulas to that are going to race you to the top of the search engines (at least not for long)2 -Except generally it’s not “free” or “natural” in the normal definition of those words. Think of it as “free” and “natural” like growing your own vegetables in a garden to save money. It’s going to take some resources and there are ways to make your plants grow faster and healthier which may not be entirely “natural”.3 -It’s not all about “keywords”, “keywords” and putting “more keywords in your keywords.” It’s not just about creating links. And believe it or not, it’s not about just “ranking well” or getting traffic to your website….but that’s what the “experts” will lead you to believe. If these are the buzzwords of your people, it’s time to find new people. KEYWORD RANKING IS DEAD!4 -A good SEO, whether at an agency or in house will keep up to date on their education. It’s important for you as business owners to know what’s going on in this mystical SEO world and ensure that your people are up to date on what’s happening right now.5 -Now it’s about other things like great content, social media, location of your brick and mortar and even how your website is coded and what server you’re hosted on! There used to be ways that you could very easily “game the system”. That’s not the case anymore. Anyone that tells you they can, runs a very good chance of hurting you…sometimes unrepairably or repairable but very expensive.6-Online marketing is the only kind of marketing that you can track your ROI and spread 100% of the time.7 - There are other alternatives if you need short term results – they cost more. In fact there are more than a dozen ways to promote yourself online. SEO is just one of them and over time will yield you the best results for the least cost… It depends on whether your business goals allow for the time needed or not.7 - But it does take knowledge, time and resources to do it right.7a - One of the biggest mistakes that I see businesses make on a regular basis is that they neglect their website. You mustdedicate resources to your website as you would to a second office or location of your business. That means money and people.
Social Media & Law Enforcement 2013
Social Media, MobileTelecom &Law EnforcementStrategiesPresented By:DwightZahringerTrademark Productions, Inc.
• Involved in internet / web development since 1995• Active Web Agency for over 15 years• Have been hired to help & hurt online reputations• Speak and present to groups and crowds nationally• I live my hobby!
What is expected of you as a public official? Policies Conduct that is not appropriate How to use Social Media & Telecommunications Social Media and the Law Q & A
Every organization / department should have a policy in place!!! What can be said on social media sites What will not be tolerated (in and out of uniform) Monitoring and relinquishment of accounts Ownership of accounts Reporting of misuse Consequences Should state in specific what IS and IS NOT appropriate conduct Not everything is obvious – state specifics!!!
Law enforcement officers need to realize that whateverthey post online, on and off the job will affect theirpersonal life. It will affect not only them, but theirfamilies, friends, associates and the organizationthey’re working for or associated organizations.Posting to social media is not a reflex gesture and youneed to be aware of what you are saying. Once it isposted, or you hit “send” the message, picture, videoor text can be recalled and you (they) would have toface the consequences of (their) actions.
Officers realize their obligations to the community and shouldstrive to act in a professional manner while investigatingcrimes on the internet in order to inspire the public trust andconfidence. Maintaining professionalism should be a primary goal at alltimes and will ensure continued trust and respect of thecommunity Keep all contacts with the public professional and courteous Maintain composure as if your grandmother is alwayswatching
As a public official paid by tax payers you are always required torepresent yourself as a professional – in and out of uniform No matter the phone used (work or personal) messages, images andinformation you send and receive can be used against you You are not to send pictures, messages or video to co-workers orothers that are of a sexual nature (jokes, videos, penis, butt, breasts,etc.) You are not to show pictures, videos or messages to anotheremployee or civilian that are of sexual nature (jokes, videos, penis,butt, breasts, etc.)
Your right to privacy does not exist You need to make clear, clean separation of work and personal life;remember what you CAN and CANNOT talk about You are NOT permitted to send messages, photos or videos regardingcurrent cases (MDT, text, social media, etc.)(ref Rodney King “Gorillas in the Mist”) If you spend an excess amount of time on your personal phone, socialmedia on the clock you are stealing from tax payers Civilians can take pictures and video of you and will probably share itsomewhere that will get attention
If you call in sick it’s best not to post it on social media sites (check in atTiger game, post pictures of where you are at, etc.) Photos of a crime scene are not to be shared with friends or posted onReddit, Facebook or Twitter Lawsuits have been successful in awarding millions to victims and families Ref Nikki Catsouras accident; Photographs of Catsouras badly disfigured bodywere published on the Internet, leading her family to take legal action due tothe distress this caused. Sued California Highway Patrol and 2 service dispatchers CHP cease and desist letters did little to have images removed Emailing or texting photographs are NOT covered by the FirstAmendment Family awarded $2.37 million in damages
YES: You can communicate professionally on social media. Itis encouraged YES: Use social media to enhance your professional profileand communications with the public NO: Stop the wise guy / cutesy communications. NO: Posting pictures while on the clock NO: Posting information, images / video about a case NO: Posting locations and check in on the clock THINK: If this is ever recalled and placed in front of my peers,will it make me embarrassed, ashamed and possibly get mefired?
“If you would be embarrassedfor your spouse, mother orgrandmother to learn of youractions… then don’t do it!”(you could lose your job!)
Shut up when faced with thedesire to do business with anyform of social media, textmessages or email.”(you could lose your job!)
What you or others post will likely be out online forever…somewhere Sites scrape information to redisplay on other sites toproduce content of interest to display advertising andmake revenue Employers may use User Generated Content forhiring/firing decisions Electronic Communications Privacy Act of 1986 &Computer Fraud and Abuse Act of 1984 may protectnon-consensual intrusion into a third-party employeeaccount
2012, Utica, MI man charged withCyber Bullying against cop who gavehim a ticket Created fake FB account Followed many of the cop’s friends Posted dumb, insulting comments Prosecuted on two felonies, awaitingsentencing Computer crime – 2 years Unlawful posting messages – 2years
2012, Kuwati billionaire BassamAlghanim hired Chinese hackers touncover information from hisbrother’s email accounts Cost him $400 Now in pending investigation overfamily fortune Technology section coverage onWSJ
Continuity of information released Accessibility to all Continuously monitored Post relevant information Pictures, Video, PDF, Stats, Helpful info Be specific and short Respond to consumers promptly Be professional at all times Do not engage in debate Lead people back to your site
1. Regular Updates2. Mission & Purpose3. Full Contact Information4. Events & Engagement5. A way for people to participate or vote on priorities6. Appeals for wanted, missing persons, information1. “Become a Crime Stopper – Submit a Tip”7. Useful links to other sites (county partners, socialservices, neighborhood watch, FAQ’s, etc.)8. Extend the reach with a Police Dept. Blog9. Pictures and Video10. Live Q & A sessions (Twitter, Google hangout)
1. Community feels comfortable participating and helpone-another2. Officers feel comfortable regularly sharing andmaintaining community; setting a tone and culture3. Social interaction build relationships – before you needthem so they are there when you do need them!4. Become a reliable source for sharing info, better than anews site5. Admin/calls will be reduced6. Lost dogs and curiosity will be a part of theconversation; accept it and participate
Is it true? Is it fair to all concerned? Will it breed goodwill and better friendships? Is it beneficial to all concerned?Your obligations are: To protect the public To make communities safer To improve what you doUse these to guide your social media efforts!