Social media has been in existence for over a decade now, and, as it continues to evolve and new platforms emerge, it has impacted society in a number of ways. People around the world now have different expectations and behaviors surrounding relationships, commerce, and communication. And, while social media might no longer be considered “new,” the quickly changing landscape of technology and constant evolution of these tools still consistently present emerging challenges and opportunities.

Law enforcement agencies have not been immune to these changes. From critical incidents, to large-scale events, to day-to-day operations, agencies are using Facebook, Twitter, Instagram, YouTube, Snapchat, and other social media tools to enhance communications.

Social Media during Critical Incidents

Agencies often use social media during critical incidents to keep the public informed. In June 2016, the Orlando, Florida, Police Department used social media to inform the public of the shootings at the Pulse Nightclub in which 49 victims were killed and many more injured.

At 3:58 a.m. the Orlando Police Department quickly posted to Twitter “Shooting at Pulse Nightclub on S Orange. Multiple injuries. Stay away from area.”¹ They continued to provide constant updates via social media on what was happening at the scene in order to avoid confusion and to keep both the public and the media informed.

In many critical incidents, social media is an essential tool to quickly inform the public. These tools can be used to help secure the scene by warning others to stay away, to rapidly provide quick updates and messages to the public, and to prevent inaccurate reporting.

Social Media and Large-Scale Events

Communities around the world will often host large-scale events. Depending on the size of your community and agency, a large-scale event could be anything from a town parade to an international convention. Regardless of the event, social media can be an important tool to have in your agency’s toolbox.

The Cleveland, Ohio, Police Department (CPD), utilized social media in a number of ways in July 2016, when the Republican National Convention came to the city. Through its use of Facebook and Twitter, CPD was able to participate in conversations happening in and around the city, allowing the agency to dispel rumors, answer questions, and provide valuable information to a large number of people in a timely manner.

During these large-scale events, social media is a place to share information on road closures, situation updates, and acceptable activities and to issue guidance to those who may be from your jurisdiction or just visiting. This type of communication can also be helpful in the day-to-day operations and should not be overlooked for the “regular” communication and services your agency provides.

Social Media Day-to-Day

While social media tools can and do play a valuable role during critical incidents and large-scale events, agencies cannot wait for those types of events to occur to begin engaging with their communities. An agency’s social media presence must be developed over time and can easily be integrated into the day-to-day operations.

The President’s Task Force on 21st Century Policing report highlights social media in one of the six pillars (Pillar 3: Technology & Social Media).² However, social media use is not a stand-alone activity. Social media can be used for successful implementation of a number of the task force recommendations including those that touch on transparency, youth engagement, and recruitment.

Social media also provides a platform for you to share your unique story and the story of your officers and staff members. IACP’s popular #WhyIWearTheBadge campaign is just one example of how agencies are able to use social media platforms to share the good work their officers do each day and to share the commitment of the officers to the community in which they serve.

What Now?

Knowing how social media tools work and, specifically, how your community uses social media to communicate is incredibly important to all aspects of policing. Social media is constantly changing so understanding these tools can be a challenge; however, they can be invaluable to your officers and to community members who need to receive or share information.

A well-articulated social media strategy and an agency policy are two foundational items for an agency to be successful in this space. In IACP’s 2010 Center for Social Media survey, 35.2 percent of agencies surveyed indicated they had a social media policy.³ The 2016 survey revealed that now 80 percent of responding agencies have a social media policy.⁴ This growth also reflects the increased number of agencies more actively engaging in social media use around the world. The IACP has developed a model policy on the use of social media, and it is available at no cost from the IACP’s Center for Social Media. The policy and the corresponding concepts and issues paper, as well as many of the other resources available through the Center for Social Media provide guidance for agencies all along the continuum of social media use, from those who have yet to engage with these tools to those who have been using them for years.

For centuries, law enforcement officers have gone to where their community members are. We attend community meetings; visit businesses; and walk the streets looking for opportunities to listen, discuss, and provide services. Social media platforms are simply one more place where our communities gather, and we must be there in order to protect and serve.♦

Notes:

¹Orlando Police Department, “Shooting at Pulse Nightclub…” 3: 58 a.m., June 12, 2016, tweet (accessed November 8, 2016).
²President’s Task Force on 21st Century Policing, Final Report of the President’s Task Force on 21st Century Policing, 2–3, 32–39, (accessed November 8, 2016).
³IACP Center for Social Media, “2010 Survey Results” (accessed November 8, 2016).
⁴IACP Center for Social Media, 2016 Social Media Survey (Alexandria, VA: IACP, 2016).