The document summarizes a social media workshop for Cambridgeshire Police. It discusses mapping police communities and examining how they use social media. It also reviews Cambridgeshire Police's current social media use and provides examples from other organizations. Risks of social media and trends like the rise of smartphones and citizen journalism are addressed. Attendees participate in exercises to develop a social media policy and strategy for the police.

1. Antony Carpen
Public Policy & Social Media
Tel: 07779 205270 Email: antonycarpen@gmail.com Web: http://antonycarpen.co.uk
Social media workshop
Cambridgeshire Police
Monday 23 February 2015
Huntingdon

2. About this workshop
Three parts
• Mapping our communities – practical exercise
• How others are using social media for social action
• Risks – how to manage without ‘shutting down’?
Workshop aim:
For you to become confident and curious enough about at least one of the topics
we cover today for you to follow up through your own independent actions – and
to share your learning with your colleagues not just inside the police but with
those in partner organisations.
This workshop will NOT cover:
The very basics of social media. However, if you are not confident and want to
learn the basics of Facebook & Twitter, have a look at my short videos at
http://antonycarpen.co.uk/resources/

3. About Antony
• Social media and public policy trainer
• ‘Community cameraman’ and short film maker
• Political commentator
• Stood for election in Cambridge City Council 2014 local elections…
• …as my social media persona ‘Puffles the dragon fairy’
• …and beat UKIP 89 votes to 0. (They didn’t stand – dragon wins)
• Former civil servant in Department for Communities & Local
Government
• Community engagement policy
• Sustainable housing & climate change
• Local government reform
• Planning casework
• Freedom of information

4. Applying social media to your
communities – words I’ve heard
“The most important word in the phrase ‘social media’ is the word ‘social’
– it implies a conversation”
“How can you have substantive conversations with your communities if
you do not know who is in them?”
“No amount of technology – however good, can compensate for getting
the ‘people’ side of things wrong.”
“The state trusts police officers with the power to arrest people.
Therefore it should trust its officers to use social media. But remember
you go through appropriate training before being granted powers of
arrest. The same should go for using social media in your official
capacity”

5. ‘Map your communities’ 1/3
Community engagement is a challenge if you don’t know your communities!
But where do you start?
Start by describing your community
- Make a list!
1. Local secondary school
2. Older people’s day centre
3. Friends of local library society
4. Religious institution
5. Nursery – users & families?
6. Hospital – patients & families?
7. …can you think of a few more?

6. ‘Map your communities’ 2/3
Community engagement is a challenge if you don’t know your communities!
But where do you start? [Influence & interest in this case are on the work of
police in their communities]
Start by describing your community
- Make a list!
1. Local secondary school
2. Older people’s day centre
3. Friends of local library society
4. Religious institution
5. Nursery – users & families?
6. Hospital – patients & families?
7. Local trade association
8. Wealthy private institution
Now plot them on a matrix
Influence
Interest
8
3
4
7
6 2
5
1

7. ‘Map your communities’ 3/3
Having mapped your communities, you can explore
different approaches based on their needs & talents
Now plot them on a matrix
Influence
Interest
8
3
4
7
6 2
5
1
How do you increase the
influence of a local community
group that might have the
time & passion to scrutinise
what you do? (Group 3 –
friends of local library).
How do you increase the
interest of a potentially
influential but disinterested
group? (Group 7 – a local trade
association).

8. Community use of social
media
Now let’s repeat the second part of this exercise…
Now plot them on a matrix
Level of community action
Accessibilitytointernet
8
3
4
7
6 2
5
1
…but this time have our x-axis
(horizontal line) with level of
community action, and the y-
axis (vertical) as accessibility to
all things online.
Any thoughts on how the
groups have moved? Any
thoughts on how this might
impact how you use social
media in the community?

9. Connection/Awareness/Engagement
through social media
Disengaged Unawar
e
Aware Engaged Active
Switched off
Infrequent
access
Daily but
not
continual
access e.g.
work/colleg
e
Continual
access at
home &
work
Continual
connection
on the move
(iPhone/
laptop)
“Victor
Meldrew”
Very busy
professionals to
high web users
following
particular people/
celebrities
Student
activists
Paid
activists
Local
activists who
are not online
Regular
bloggers
who engage
with their
audiencePeople who
read about
issues in
mainstream
websites
People who
follow new
media sites
but choose
not to
interact
People who
respond
infrequently on
established
media sites
Social media
users in
politics field
People who
respond
frequently in
interactive sites
Infrequent
bloggers/
article
writers
“Entertainment
media watchers”
Affluent but
disinterested
People who
read about
issues “old”
media
People who
write (not email)
into newspapers
regularly
Advocates

10. Antony Carpen
Public Policy & Social Media
Tel: 07779 205270 Email: antonycarpen@gmail.com Web: http://antonycarpen.co.uk
Social media for social impact
Reviewing Cambridgeshire Police
Lessons/ideas from other organisations
Monday 23 February 2015
Huntingdon

11. A review of Cambridgeshire Police
Given the mapping exercise we have
just done, what are your thoughts?

12. Two websites – integrated social
media? 1/2

13. Two websites – integrated social
media? 2/2

14. Cambridgeshire Police already
has…
Existing and active social media pages
Facebook -> https://www.facebook.com/CambsCops
Twitter -> https://twitter.com/CambsCops
Youtube ->
https://www.youtube.com/user/CambridgeshirePolice/video
s
What ‘quick win’ improvements do you think
Cambridgeshire Police could make in how it uses social
media?

15. An explanation of how
Cambridgeshire Police uses social
media?
Let’s have a look at Cambridge City Council
https://www.cambridge.gov.uk/social-media

16. Learning from a partner
organisation
- Cambridge City Council
Let’s have a look at Cambridge City Council
https://www.cambridge.gov.uk/social-media
• Clear links to their social media pages in
header and footer of web pages, therefore
consistent throughout the website
• A guidance page listing not only all of their
social media accounts, but how they are used
• Managing expectations of their communities

17. West-Midlands Constabulary – a
pioneering approach to social
media?
Let’s have at their websites
http://www.west-midlands.police.uk/
http://www.police.uk/west-midlands/
Thoughts?
What are the similarities?
What are the differences?
What issues can be solved locally?
What needs to be dealt with nationally?

18. Antony Carpen
Public Policy & Social Media
Tel: 07779 205270 Email: antonycarpen@gmail.com Web: http://antonycarpen.co.uk
10 Minute break
Then…Risks!

19. Megatrends 1 – the death of control
The age of
influence
Big organisations and
companies had a monopoly on
mass communication and got
used to controlling the message
Anyone literate with an internet
connection can self-publish for
free
Hard to control, can only
influence
The age of
control
The old era The new reality

20. Megatrends 2 – Fewer gatekeepers
Many to
many
Manage the gatekeepers
One-way, broadcast model.
Managing reputation =
managing the media.
Less reliance on media: people
get information direct from the
source, and from each other.
New-style comms must reach
beyond media to a complex
interactive model.
One to many
The old era The new reality

21. Megatrends 3 – Fragmentation
A huge
cloud of
interaction
People got most information
from a handful of news media.
Organisations could efficiently
manage (or at least monitor).
Conversations are distributed
wherever people form opinions:
blogs, social networks, YouTube
Separate provider for the
content, and the platform for the
content
A few
centralised
channels
The old era The new reality

22. Megatrends 4 – New web landscape
Pull
communications
The Web was a channel for
pushing out information.
Sites were static e-brochures.
The Web was utilitarian. People
felt neutral about it.
Now, people spend most time
on interactive social media.
The social web is informal,
immersive and emotive.
Web as distribution channel Web as community
Push
communications
Old (web) era The new reality

23. Megatrends 5 – New journalism
Messy and
opinionated
The world of press releases,
news conferences and interviews
was well ordered.
Journalists knew the rules of the
game and were predictable.
Balance, professionalism,
accountability
Huge and distributed.
Everyone can report.
Each sets his/her own rules.
No obligation to be balanced.
Complicated recourse for
inaccuracy.
Opinion dominates content.
Ordered
and
predictable
The old era The new reality

24. Does blocking access on work
computers reduce or increase risks?
You may have locked down your systems and
blocked certain websites.
Can you think of the impact that this might
have on:
- Risks associated with social media to your
organisation?
- Opportunities associated with social media
to your organisation?

25. The rise of smartphone ownership
Risk that remains:
As smartphone ownership rises, so does the
prospect of your staff owning one. Therefore
staff can bypass technological security
measures.
Do you really want to be an employer that
asks staff to hand in their smartphones upon
entering the workplace?

26. The rise of smartphone ownership
Opportunity lost:
More learning organisations and trainers are
creating and placing digital video content on
the internet – for free. By blocking such
content you are potentially depriving your
staff from seeing useful content, not just the
harmful content.

27. Questions for you to put to HR staff
Social media:
Are the risks related more to the technology
or to human behaviour? If the latter, should
we focus on line management solutions
rather than technological ones that have the
side effect of reducing opportunities?

28. Due to the nature of your responsibilities, you need to think about
social media policies and social media strategies.
• A social media policy is a guide for how you and those you work
with choose to use social media on a day-to-day basis. This will
cover things like tone of language and type of content that is and
is not appropriate. If you are employing staff, it is essential that
you have one of these in place and that staff know about and
abide by it.
• A social media strategy is a document that sets out how you are
going to use social media to achieve specific objectives.
A social media policy should include prohibitions on things that could
easily bring your organisation into disrepute.
A social media strategy should be consistent with a corporate
objective – eg something around engaging with young people?
Planning is essential

29. In small groups, please could you come up with:
- Three things you would want to see in a social
media policy, and
- Three things that you would like to see in a
corporate social media strategy.
With both the policy and strategy, neither need to
be long dense documents. Short, sharp and
practical will have a greater impact.
Group exercise

30. What did you come up with for:
Social media policy?
Social media strategy?
Group exercise - Feedback

31. Community reports & citizen journalists:
Although there have been significant cuts in
mainstream local media, there is a growing
movement of self-styled ‘community
reporters’ and citizen journalists. I’m one of
them. You may know of a few others.
We report from public meetings – including
those that police officers speak at. Have
you thought about how best to interact with
this group of people?
Taming your social media dragons!

32. Future trends…
Think back to 1995
Remember what life was like then? This was the year I first stumbled across the
concept of the Internet. One of my friends was online already – and someone else
had already set up a website for Stevenage Borough Football Club! Did we have any
idea what the Internet would bring?
Think back to 2005
A few years before the emergence of Facebook & Twitter. Similar question.
Mobile and video:
Looking at current trends – sales of hardware to use of various tools, society is moving
towards visualising data, and using mobile video, and away from heavy text-dense
documents. Think about the rise of infographics and Youtube as examples.

33. …and finally
If video is the way forward, how could Cambridgeshire Police go about improving its
video content without having to spend huge amounts of money on professional
consultancies to make it for you? Think about some of the basics that you currently
have in leaflet format.
Here’s my video about the future of Cambridge
https://vimeo.com/119495521
What would this video look like content-wise if it was created from a policing
perspective?
When are the occasions where you would want to bring in a professional media
expert? (I.e. someone far more talented than me!)

34. Antony Carpen
Public Policy & Social Media
Tel: 07779 205270 Email: antonycarpen@gmail.com Web: http://antonycarpen.co.uk
Thank you