The rapid mass adoption of smartphones around the globe has changed the way people interact with each other, how they get their news, and how the public interacts with law enforcement. Many police departments, in turn, have responded in the last few years by creating an online presence on a variety of popular digital platforms. If used effectively, social media can be a tremendous tool not only to engage with communities, but to serve as a crucial messaging tool during crises. The problem, however, is efficacy.