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Final report (1)
1. SOCIAL MEDIA ANALYSIS
FOR THE SUSSEX POLICE:
FACEBOOK
01.04.2020
Nihari Weerasinghe
Kun Qin
Bernadett Toth
Teresa Cerny
Amalia Ionete
2. 1
TABLE OF CONTENTS
Meaningful Patterns ....................................................................................................................2
Performance and Trends............................................................................................................ 2
SXP Approach............................................................................................................................ 4
Recommended Improvements....................................................................................................5
Driving Penetration......................................................................................................................7
Virality Beyond Social ................................................................................................................ 7
Categorizing Success................................................................................................................ 11
Validity of Hashtags................................................................................................................. 12
Benchmarking............................................................................................................................ 13
Attainment Benchmarks – The Platform.................................................................................... 13
Methodology....................................................................................................................... 13
Limitations.......................................................................................................................... 14
Keyfindings......................................................................................................................... 15
Recommendations............................................................................................................... 16
Expectations for reach and impression ....................................................................................... 16
Key findingsand recommendations .......................................................................................... 17
Links vs No Links, Photos vs Video.............................................................................................. 18
Methodology .......................................................................................................................... 18
Limitations.............................................................................................................................. 18
District’s top 10 posts with the highest reach ........................................................................ 19
District’s bottom 10 posts with lowest reach......................................................................... 19
Key findingsand recommendations .......................................................................................... 20
Demographic Insights................................................................................................................. 21
Survey Result............................................................................................................................. 22
References................................................................................................................................. 23
Appendices................................................................................................................................ 24
Appendix 1.............................................................................................................................. 24
Appendix 2.............................................................................................................................. 30
3. 2
MEANINGFUL PATTERNS
PERFORMANCE AND TRENDS
PLEASE CHANGE THE FONT AND WRITING TO MATCH THE REST OF THE TEXT
Arun:
WORDS:
HOGHEST 10 SHARED: 35-61 WORDS
HIGHEST 10 LIKED: 11- 94 WORDS
HIGHEST 10 COMMENTS: 37 – 86 WORDS
HIGHEST 10 REACH: 32 – 85 WORDS
THESE ARE THE HIGHEST AND LOWEST NUMBER OF WORDS USED FOR CAPTION FOR
THE POSTS WITH THE MOST ENGAGEMENT. THE ANALYSIS SHOWS THAT MOST
SUCCESFULL ONES ARE BETWEEN 40 TO 60 WORDS WITH MOST OF THEM BENING
AROUND 45-54 WORDS.
WHEN IT COMES TO THE LOWER VALUES, WE LOOK AT EITHER TOO MANY OR TOO FEW
WORDS. FOR EXAMPLE, IF WE LOOK AT THE TOP 10 LOWEST VALUES FOR THE
CATEGORIES PRESENTED BEFORE WE CAN SEE THAT WHILE SOME OF THE POSTS ARE
STILL IN THE 40-60 WORDS BRACKET SOME OF THEM HAVE 1-5 WORDS OR 60+ TO EVEN
200 WORDS.
POST TIME:
THE LOWER ENGAGEMNT POSTS HAVE BEEN POSTED AT TIMES BETWEEN 1AM AND
8AM WHILE POST WHO GET BETTER ENGAGMNET ARE POSTED FROM 7AM TO 1PM.
POST TOPIC:
4. 3
ARRESTS SEEM TO BE THE MOST POPULAR. WHEN IT COMES TO POST TOPICS, POSTS
TEND TO DO BETTER IF THE CAPTION CONTAINS A COMBINATION OF TOPICS. FOR
EXAMPLE, A CAR CRASH WITH A WANTED PERSON WHERE THE POLICE ASKS FOR HELP
FROM THE COMMUNITY BY REQUESTING INFOMRATION. RATHER THEN JUST MAKING A
STATEMENT ABOUT THE CASE THEY AK THE COMMUNITY TO GET INVOLVED BY
HELPING.
THE LOWEST ENGAGAMNET ONES ARE PATROLS, BURGLURIES, ADVICE POSTS, MODERN
SLAVERY, RECRUITMENT, FRAUD, NO TOPICS.
THESE ARE USUUALLY THE POSTS WHERE THERE IS JUST A LINK, STATUS OR A PICTURE
WITHOUT CAPTION.
THE CONTENT MIGHT BE GOOD BUT PEOPLE WILL NOT CLICK ON IT BECAUSE IT DOESNT
HAVE AN INTERESTING ENOUGH CAPTION TO SPIKE THEIR INTEREST SO THEY WILL JUST
KEEP ON SCROLLING. ON THE OTHER SIDE, PEOPLE WILL NOT ACCESS IT BECAUSE THE
CAPTION IS TOO LONG AND SEEMS OFFPUTTING
ADUR&WORHTING
WORDS:
TOP 10 SHARED POSTS: 28- 153 WORDS
TOP 10 LIKED POSTS: 15 – 128
TOP 10 COMMENTS: 35-169
REACH: -28-256
EVEN THOUGH SOME OF THE POSTS WITH A HIGHT NUMBER OF WORDS HAVE DONE
WELL THESE ARE ONLY ANOMALIES. MOST OF THE GOOD PERFORMING POSTS STILL
BEING IN THE 40 TO 60 WORDS.
POST TIME:
LOWEST ONES: 1-4 AM
5. 4
HIGHEST ONES: 6AM -1PM
POST TOPIC:
THE TOPICS GETTING THE MOST ENGAGEMENT SATY THE SAME. MOSTLY
ARRESTS/ASSULT OR MURDER.
THE SAME CAN BE SAID ABOUT THE LOWEST ONES. THEY ARE THE LINKS, STATUSES,
SHARED VIDEOS, POSTS WITH NO TOPIC, PATROLS AND SAFETY.
THE SAME CAN BE SAID HERE. MOST OF THE LOWEST ONES HAVE NO TOPIC OR NO
CAPTION. THE BIGGEST ISSUE SEEMS TO BE THE PICTURES POSTED WITHOUT A CAPTION
THESE CONSTITUTING 8 OUT OF THE 10 LEAST LIKED POSTS ON THE PAGE.
SXP APPROACH
Gather all the data that we have, it seems like that most of the post are posted in
after midnight before the morning, and as the data shown that most of the police
followers active at midday, therefore unless it’s an urgent post then its best to post at
midday. As study suggest that on average there are 1500 stories that could appear
in a person’s news feed each time they log onto Facebook. For people with lots of
friends and page likes, as many as 15,000 potential stories could appear any time
they log on (Read, 2020). Therefore, timing is the key factors that determines when
content appears. However, the downside is that most brand would try to post at this
time therefore creates competition.
- Read, A., 2020. Best Time To Post On Facebook: A Complete Guide -. [online] Buffer Marketing
Library. Available at: <https://buffer.com/library/best-time-to-post-on-
facebook#:~:text=According%20to%20a%20Buffer%20study,higher%20on%20Thursdays%20and
%20Fridays.> [Accessed 10 March 2020].
6. 5
Found that most replies that police reply to are good reply, maybe looking into reply
to those who have not so good comment, but compare to other forces, such as
GPM, Sussex Police is doing good on replies.
RECOMMENDED IMPROVEMENTS
Monitoring social media and media conversations: basic form of engagement which
uses social media to understand what the public wants. Use social media monitoring
tools to find out what the community sees as being a priority when it comes to the
police force in their area. This will help ensure that the message meets the needs of
the community. Being able to offer relevant replies shows that the SSP are paying
attention to their community and put effort into replying accordingly.
Influencer engagement: through social media monitoring public safety influencers
can be found. They can speak on different topics and raise awareness which will in
turn raise engagement.
Creating opportunities for the public to engage with the organization and for the
users to engage with each other could turn out to be beneficial. The organization
should find ways to connect with the user and support interaction between the users.
This might in the end create a sense of community which will increase engagement.
For example: a lot of health organization have created scheduled events on
Facebook/twitter. These consist in a live chat where users can engage with each
other and the organization.
Incorporate online and offline engagement: this allows engagement in both the real
world and online. This offers committed social media users the opportunity to gain
7. 6
access to exclusive event and opportunities. These could include meet and greet
sessions, panels or training sessions. For example, the Red Cross has been offering
training sessions to individuals on how to use social media on behalf of the Red
Cross in times of need. Volunteers report issues in different area.
Post should contain 1-80 characters as study suggest that posts with 80 character or
less receive 66% higher engagement (Shelyner, 2020). As Facebook cuts off longer
posts with an ellipsis, forcing users to click “See More” to expand the text and read
the entire message. This extra step does not seem like much, but it will drive down
engagement. Every time you ask the audience to take action, a percentage of people
will lose interest.
Shelyner,E.,2020.TheIdeal Social Media PostLength:A GuideForEvery Platform.[online] HootsuiteSocial
Media Management.Availableat:<https://blog.hootsuite.com/ideal-social-media-post-length/#Facebook>
[Accessed 11 March 2020].
8. 7
https://link.springer.com/content/pdf/10.1007/BF03391698.pdf
https://link.springer.com/article/10.1007/BF03391698
DRIVING PENETRATION
VIRALITY BEYOND SOCIAL
To understand what drives penetration and what makes a post go viral, we use a
combination of qualitative and quantitative approaches. For the purpose of this report
viral reach is defined as the total number of unique users who see any specific
content of the page because one or more of their friends engage with the content
before; so the number of people who have seen a page post in a report of a friend.
With a good understanding of the surrounding literature on police force social media
use and deeper analysis of the data available the following points summarise the key
findings on “What drives penetration”:
Audience engagement with police social media content is driven by
- the characteristics of the content itself (Wood, 2020; van de Velde, Meijer, &
Homburg, 2015). An example of a bold but successful social media strategy is
New South Wales Police Force in Australia. As they describe their “meme
strategy” helped them reach one million followers in August 2017. Sussex
Police Facebook engagement is evidently higher in all twelve districts where
posts have comical tone or content is made “fun”, even if the subject is not a
‘laughing matter’. See examples of the top 10 performing posts
10. 9
Type of content that consistently underperformed:
- Advising the public
- Raising awareness of an issue (e.g. modern slavery)
- Shared posts from outside organisation and other Facebook pages, examples
include corporate to district.
12. 11
- Time the content is posted (Fernandez, Cano, & Alani, 2014); The insights
from top 10 and Bottom 10 ‘lifetime total post reach by unique users’ from 12
districts’ Facebook account as follows:
o 57% of posts with the lowest reach ratio were posted between
1am – 4.30am.
o 22.5% of posts with highest reach ratio were posted between 1am
– 4.30am.
The majority of posts with highest reach ratio were posted between 7am –
11am.
Please note the limitations of this analysis, due to limited time and
capacity, socio-demographic factors were not taken into consideration.
For example, Brighton and Hove has younger population compared to
other districts. Their lifestyles may differ in many aspects, including
active social media hours.
- Timing of the posts have no significant effect on the number of likes, shares
and comments received relative to the post engagement
CATEGORIZING SUCCESS
All the titles we used the categorise the data are included in the excel sheet attached
at the end of the document.
The highest success rate in terms of reach have been the posts which request
information. This implies a boost in engagement when the community feels like they
can engage/help through offering information.
13. 12
Next ones are anything to do with arrests/sentences or end of case posts. This gets
a lot of engagement because the community feels like justice has been done.
The following are theft/robbery/burglaries, safety and missing person posts. This
further present the idea of the community wanting to help and engage on a personal
level.
These types of posts seem to usually be short and concise but there are exceptions.
The time of delivery differs but it is usually between 1 AM to 5 AM.
VALIDITY OF HASHTAGS
A study has suggested that the more hashtags you use in the post, the less
engagement rate it has. In order to receive higher engagement when using fewer
hashtags in a post, with somewhere between one and three being the optimum
amount. Judging by SXP usage of hashtags, you generally do good and kept the
hashtags minimum, however, some of the post contains more than 10 hashtags and
therefore, in the future try to cut the hashtags down on those.
14. 13
BENCHMARKING
ATTAINMENT BENCHMARKS – THE PLATFORM
To benchmark the engagement levels for Sussex police, eight police Facebook
pages were with similar population to two districts were analysed.
The two Facebook pages from Sussex Police which were looked at were the ones
with the largest population, Brighton & Hove with 290,3895 people and the lowest,
Hastings with 92,236 people.
The aim was to see how well posts made by Sussex Police’s Facebook pages
engaged in comparison to posts made by law enforcement agencies throughout
England.
The table below shows the average number of likes, comments and shares per post
for the month of December.
Appendix shows the number of likes, comments and shares per post.
METHODOLOGY
1. The law enforcement agency’s Facebook pages were chosen based on the
population size which was closest to Brighton & Hove and Hastings. This was
done by searching list of districts by population.
2. One month was chosen. This was December because it was the last month
that was analysed in the one year period for Sussex Police.
3. The number of likes, comment and shares were manually counted per police
Facebook page
4. Sad, angry , laughing faces and hearts were all counted as likes.
5. Engagement percentage was calculated by adding average likes, comment
and shares and diving this by the number of posts and then calculating this as
a percentage of the followers.
15. 14
LIMITATIONS
- Post reach could not be used to determine post engagement because we do
not have access to same post data on other police Facebook pages.
Therefore, we have to assume that the people who interact with the posts are
followers.
- Not all followers of that police page will see every post that is made.
- Not everyone that engages with a post, follows the police Facebook page.
Average likes, comments and shares for December 2019
District Populatio
n
Number
of
follower
s
% of
populatio
n
following
FB page
Numb
er of
posts
Averag
e likes
Average
comme
nts
Averag
e
shares
Engagemen
t %
Stockport
Greater
Manchester
291,775 19,314 6.62 28 127 20 71 0.040
Brighton &
Hove
Sussex
290,395 9,397 3.24 60 47 9 20 0.013
Greenwich
Greater
London
286,186 3,160 1.10 3 130 25 38 0.456
Walsall
West
Midlands
283,378 23,169 8.17 4 51 33 41 0.135
South Holland
Lincolnshire
93,980 2,982 3.17 33 19 7 10 0.036
Three Rivers
Hertfordshire
93,045 3,079 3.31 21 26 7 6 0.060
Hastings
Sussex
92,236 12, 400 13.44 65 26 6 18 0.006
CastlePoint
Essex
90,070 11,490 12.76 34 96 20 16 0.033
16. 15
KEY FINDINGS
- In comparison to the population size which is at the smaller end of scale of the
districts analysed, with around 92,000 people. Hastings performed the best in
having the largest number of people following their Facebook page with
13.44% of the population following them.
- Brighton & Hove have one of the lowest percentages of population following
the Facebook page with only 3.24%. This is considerably lower than other
police districts of similar size to Brighton & Hove despite posting the most
Facebook posts per month out of the four other districts.
- Hastings also have a lower 25-44 aged population using social media with
21,293 people compared to the 86,621 people in Brighton & Hove.
- As seen in Facebook insights, the age group which engage with posts the
most are aged between 25-34. This is consistent with both districts with 19%
of women and 10% of men in Hastings and 19% of women and 11% of men in
Brighton & Hove.
- In terms of frequency of posts both districts in Sussex have performed the
best with over 60 posts in the month of December. This is vital for the
distribution of information and a key aspect in engaging communities.
- Brighton & Hove and Hastings both scored the lowest in terms of
engagement. A reason why their posts don’t get as much engagement is
because there are more repeated posts than any other police page. These
have very low engagement as they don’t get as much interaction from
followers.
17. 16
RECOMMENDATIONS
- Limit repeated posts of topics about anti-social driving, modern day slavery
and fraud prevention to one post per month. These posts seem to have to
lowest engagement.
- Improve engagement in the age categories 18-24 and 55-64 by targeting
posts which are relevant to these ages.
- Increase the number of people following the Brighton & Hove Facebook page
in the 15-24 age categories by targeting schools and universities so that the
page is more known. This will help to improve engagement because the
percentage of people using mobile social media is the highest than any other
age group, at 98%.
EXPECTATIONS FOR REACH AND IMPRESSION
Average engagement per post (shares, likes and comments) for 11 districts
District Average highest (shares, likes &
comments)
Average lowest (shares, likes &
comments)
Chichester 798.6 3
Crawley 220.7 2.5
Horsham 163.4 2.9
Eastbourne 155 2
Lewes 124.4 1.4
Mid Sussex 256.8 0
Brighton & Hove 398.1 0.8
Adur & Worthing 268 2.9
Arun 312.6 1
Rother 203.4 0
Hastings 343 1
Wealden 193.5 0
18. 17
KEY FINDINGS AND RECOMMENDATIONS
- The highest reach is for a Facebook post by Sussex police is 178,922.
The posts which have the highest reach are ones which include missing
people.
The average reach that a ‘good’ post would gain is around 50,000.
- The lowest reach that a post would gain is around 188. This was found to be
for posts like modern day slavery where they have been posted multiple
times. Psychological structure called ‘Adaption’ states that once the same
posts appears on peoples social media timelines, they become desensitised
to the post therefore less likely to engage in the post.
- The average engagement (comment, shares and likes) are shown for the 11
districts.
The highest average engagement is 798.6 which is for Chichester. This is
still a small fraction as their posts can reach a high of 268,962 people.
- Chichester, Hastings and Brighton & Hove’s Facebook pages have the most
followers. This is reflected on the engagement that they receive.
- To improve engagement for Horsham and Lewes Facebook pages, they need
to increase the number of followers they have.
19. 18
LINKS VS NO LINKS, PHOTOS VS VIDEO
The aim was to find out whether there is a positive correlation between posting
photos or videos to have the most engagement. And to see if including links
improves engagement in a post.
METHODOLOGY
1. The top ten posts were looked at for each district in Sussex. The posts types
were then counted and categorised between photos and videos.
2. The links were then counted and noted of whether they were photos, videos
or statuses.
3. This was then repeated for the bottom ten posts
LIMITATIONS
All post types should be looked at and categorised between photos, videos and
status to get a more accurate picture of correlation between photos, videos and
engagement.
21. 20
KEY FINDINGS AND RECOMMENDATIONS
- Districts top posts all show that the highest reach include posts which include
photos.
- There is a preference for photos vs videos in the highest reaching posts.
- In the districts lowest reaching posts there are more videos vs photos.
- There is also more reach on posts which include links as the top 10 highest
reaching posts all have more links compared to the bottom 10 lowest reaching
posts.
- Sussex police should include links in their posts to improve reach.
22. 21
DEMOGRAPHIC INSIGHTS
Followers Total population Facebook users % Ratio
Eastbourne 6766 103054 81413 8%
Hastings 12465 92236 72866 17%
Lewes 5399 101381 80091 7%
Rother 6362 93551 73905 9%
Wealden 4766 157575 124484 4%
Brighton &
Hove
9275 289229 228491 4%
Adur &
Worthing
7824 112419 88811 9%
Arun 13685 156997 124028 11%
Chichester 12669 118175 93358 14%
Crawley 10081 111375 87986 11%
Horsham 6820 138018 109034 6%
Mid Sussex 5884 147089 116200 5%
8%
17%
7%
9%
4% 4%
9%
11%
14%
11%
6%
5%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Eastbourne
Hastings
Lew
es
Rother
W
ealden
Brighton
&
Hove
Adur&
W
orthing
Arun
Chichester
Craw
ley
Horsham
M
id
Sussex
Ratio of followers relative to local population accessing Facebook (Meltwater data)
23. 22
SURVEY RESULT
We have conducted a survey and trying to find out what the public wants. However,
the survey only has 35 responses, so it does not represent the vast majority
therefore is only an insight.
The survey was mostly responded by demographic of 18-34 with majority of people
do not follow local/Sussex police Facebook page, and even when people follow the
page, it appears that they don’t actively engage with the page.
And for those who may considering follow the page, they would like to see more
police dogs, positive updates as well as comedic posts. This can be seen with the
most engaged post by the Corporate on the 20th of December.
The survey has also suggested that better captions.
24. 23
REFERENCES
Essex- castle point Facebook page- https://www.facebook.com/EPCastlePoint/
Fernandez, M., Cano, A. E., & Alani, H. (2014). Policing engagement via social media. In Aiello, L. M.,
& McFarland, D. Social Informatics 2014: Revised Selected Papers. London: Springer. 18-26.
Greater London, Greenwich Facebook page-
https://www.facebook.com/MPSGreenwich/?__tn__=%2Cd%2CP-
R&eid=ARAIxhnYjq7zHWWfMl9RnRCKrKh1_LAbPnaOOBnxoTd0pPTgDxtMesaVLe5C_ZY_y6Z2lYk
mZ7WHltcZ
Greater Manchester, Stockport Facebook page- https://www.facebook.com/GMPStockport/
Hertfordshire, Three rivers Facebook page-
https://www.facebook.com/ThreeRiversPolice/?__tn__=%2Cd%2CP -
R&eid=ARAmkLKSt1ApgD2skjF1CvcV7OF60W5h8UjIWWVSRHNnDH_DDYo-
MNnPXlItnJ3xlow3PStYoIu7NQsU
Lieberman, J. D., Koetzle, D., & Sakiyama, M. (2013). Police Departments Use of Facebook: Patterns
and Policy Issues. Policy Quarterly, 16 (4), 438-462.
Lincolnshire, South Holland Facebook page
https://www.facebook.com/SouthHollandPolice/?ref=search&__tn__=%2Cd%2CP-
R&eid=ARDSSV4cmEjyQhuVkvs7eYfFlqCRFgqwxFvaZunF5p1tf3hAOz-
V59_SxrEUxtXAdcyMFT_N2xBpaT_g
List of districts by population - https://en.wikipedia.org/wiki/List_of_English_districts_by_population
Sussex, Brighton and Hove Facebook page- https://www.facebook.com/BrightonHovePolice/
Sussex, Hastings Facebook page- https://www.facebook.com/hastingspoliceuk/
Van de Velde, B., Meijer, A., & Homburg, V. (2015). Police message diffusion on Twitter: Analysing
the reach of social media communications. Behaviour & Information Technology,34(1), 4–16.
West midlands, Walsall Facebook page- https://www.facebook.com/walsallpolice/
Wood, M. A. (2020). Policing’s ‘meme strategy’: understanding the rise of police social media
engagement work. Current Issues in Criminal Justice, 32(1), 40–58.
25. 24
APPENDICES
APPENDIX 1
Graphs for the reach ratios for each district separately, presented as percentage.
Showing the Top and Bottom 10 posts.
