International Association ofChiefs of Police Bureau of Justice Assistance U.S. Department of Justice Increasing Your Social Media Presence Fact Sheet With more and more law enforcement agencies Twitter, YouTube, or some other site. using social media, the question shifts from “Should • Add to department personnel e-mail signatures— we use these tools?” to “How can we use them Think of how many e-mails leave your department better?” Increasing your social media presence as a servers each day. These e-mails go out to other law enforcement agency will enhance the success of agencies, community members, elected officials, your efforts whether your goal is crime prevention, members of the media, and so on. Add links to your soliciting tips to solve crimes, recruitment, or improving social media accounts to your e-mail signature and community relations. Below are a few suggestions on people will click over to view your pages. how to increase your agency’s social media presence. • Partner to increase promotion—Don’t be afraid to reach out to people in your community who are Launch active on social media and ask them to spread the • Have a strategy—Before launching, be sure that news of your new online presence. Local bloggers your agency has a strategy for social media use. Set and those active on other platforms may have a goals and determine who will have responsibility substantial following and can bring your message for content management. to diverse populations.IACP Resources • Launch in conjunction with an event—SomeThe IACP Center for Social Media agencies have had success launching their social Engage media platforms in conjunction with an event such • Answer community questions—The public hashas resources that can help law as National Night Out, another community activity, many questions when it comes to law enforcementenforcement agencies enhance or with the anniversary of an unsolved crime. This and community safety. Your agency is the trustedtheir social media presence. strategy allows an agency not only to publicize its authority, so be ready to answer questions andThe tools can be accessed or social media presence but also to bring renewed provide information when your community asksrequested online. Resources attention to an event or case. for it.include the following: • Involve your local media—Use the traditional • Ask for feedback—People communicate and media outlets in your area to help increase the share across all social media channels, and they • act sheets F effectiveness of the launch of your new social are ready to communicate with your agency. • ase studies C media strategy. Involving your local media outlets Your community members have valuable insight could help you increase their involvement later. that they can provide to help you enhance your • irectory D They may also run a story about your new efforts, services. All you have to do is ask. • ebinars W increasing your promotional outreach. • Diversify your content—Increase the appeal • utorials T of your posts by incorporating other types of Promote media such as photos and videos. You can also • he Social Media T • Place a link on your Web site—Most social media experiment with different content topics or uses of Beat Blog platforms allow users to embed a badge or widget humor in your posts. • hiefs’ Corner C on their traditional Web page, which advertises and • Ask for investigative help—The public is the links to their social media sites. Doing so not only eyes and ears of the community, and is a great makes Web site visitors aware of your pages but resource to tap into for investigative assistance also informs the public that those specific social and information about suspicious activity. Many media pages are the official voice of your agency. agencies are now crediting social media platforms • Display on print materials—Integrate your social with helping them prevent and solve crime. media into other methods of outreach and • Connect with traditional media—Social media can communication. You can put your Twitter name, help you create a new relationship with your local, Facebook page URL, or other social media link on traditional media outlets. Share the links to your print materials such as brochures, posters, or press social media platforms with them and encourage releases. Agencies are also experimenting with them to follow or “like” your pages in order to Quick Response (QR) codes displayed on posters receive updates and even story ideas.International and other physical objects. Smartphone users can • Build partnerships—Follow other agencies,Association of scan the QR codes and link to a message, video, or organizations, and businesses in and aroundChiefs of Police Web page. your community. You can then share messages, • Incorporate into speeches—Whether it’s the chief maximizing outreach. Following your peers will1-800-THE-IACP addressing the media or the crime prevention also help refine your strategy as you see trends officer talking to a Neighborhood Watch group, and get ideas from other agencies using email@example.com talk about your new social media efforts. Let tools.www.IACPsocialmedia.org people know where they can find you on Facebook,December 2011This project was supported by Grant No. 2010-BE-BX-K037 awarded by the Bureau of Justice Assistance. The Bureau of Justice Assistance is a component of the Office of Justice Programs, which also includes the Bureauof Justice Statistics, the National Institute of Justice, the Office of Juvenile Justice and Delinquency Prevention, the Office for Victims of Crime, and the Office of Sex Offender Sentencing, Monitoring, Apprehending,Registering, and Tracking. Points of view or opinions in this document are those of the author and do not necessarily represent the official position or policies of the United States Department of Justice.