Engage: Digital and Social Media Engagement for the Police Service contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

Contents

03 Purpose 07 Principles 13 Website interaction 19 Social media monitoring

04 Introduction 09 Myths 15 Digitally enabled 21 Risk management meetings and mitigation 05 The digital engagement 11 Social media landscape engagement 18 Collaboration 22 Ongoing support between police forces

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Purpose “Effective engagement is at the heart of policing. The revolution in digital technology means that people are engaging with services at their own convenience and in the manner, medium and at a time which suits them. The police service is starting to engage and be engaged in ways that are unprecedented in the history of UK policing. Engage reflects these vital changes.” The purpose of this It does not replace force Nick Keane document is to assist policies and strategies and Local Policing and Confidence Unit police officers and police officers and staff should staff using technology ensure that they are when engaging with their complying with relevant force communities. policies around engagement, communications and use It has been written to assist of technology. the Police Service with new engagment technology and This is a fast changing field has case studies from United and this document represents Kingdom forces who are the current thinking and working in this area. practice at the start of 2010. This will no doubt change in the future.

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Introduction – Gordon Scobbie, Assistant Chief

I would like to encourage Many forces are now realising 800 per cent in the making it much more you, as police officers and that traditional methods of past year alone. difficult to re-engage staff, to become involved getting messages out, which with them later. in the world of digital we have relied on in the past, Easy access to technology, engagement. My role as are having less impact and inexpensive ‘always on’ We also need to communicate Association of Chief Police are reaching fewer people. broadband connections and more effectively with Gordon Scobbie Officers (ACPO) lead for the growing use of mobile members of the public to let Digital and Social Media Over the last 12 months there internet means that an them know what we’re doing. Engagement has come have been radical changes in online presence is part of After all, nobody is going to be about in recognition of the way the public interact our everyday lives. confident in an organisation the need to widen the way with each other. Social who they don’t hear from and police forces communicate networking has exploded We need to embrace this who they can’t engage with. with members of the public, globally. For example new form of communication in particular via social Facebook has 150 million because if we don’t engage Gordon Scobbie media such as networking users worldwide, half of whom with people via social media Assistant sites, blogs, Twitter and use the service on a daily they will move on without ( Police) YouTube. basis – and Twitter has grown us and we will miss the ACPO Lead for Digital and overall by around opportunity to influence them, Social Media Engagement

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The digital engagement landscape

Facebook – a social makes them easy to read and Twitter tips – to increase your followership on Twitter: networking website. Users write. The messages can be can join networks of friends, read by anyone. However, • Don’t just use Twitter to broadcast – think family and colleagues and people who subscribe to the about engaging can update personal profiles author’s page are known as about themselves. ‘followers’. Messages can be • Start looking for opportunities to engage – sent and received through if people are posting on Twitter on a relevant Facebook is important in a number of mechanisms, subject they are looking for people to engage with establishing the police including personal computers, them – look to join in where relevant corporate identity, whether mobiles and websites. at a national, force or at a • Ensure that your tweets are adding value neighbourhood level. Twitter is particularly important in sharing breaking • A great way to raise your profile is hashtags. Use Twitter – a communication news and frequently posts the right hashtags (#police is always relevant) as tool. Users can send and read stories before they are this will enable people who search for that tag to messages known as ‘Tweets’. reported in more traditional find and follow you Twitter restricts users to 140 media forms, for example via characters per post which television news or newspapers. • Who else is using Twitter in your area? Look for local websites who use Twitter www.npia.police.uk 5 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

YouTube – a video sharing • Use RT (stands for ‘retweet’) for interesting and website. Users can upload relevant tweets. That means if someone says and share videos of up something useful you can pass it on to your to 10 minutes duration. followers, e.g. “RT @mypolice holding webinar Unregistered users can watch on engagement, please join in the videos. Registered users http://www.mypolice. org” are permitted to upload an unlimited number of videos. • If you have mobile access use Twitter when you’re out on the streets doing something in/with YouTube has proved important the local community: “I’m speaking with the boys for police forces to deliver Blogs – is short for ‘web and girls at St Peter’s School about being safer in videos broadcasting road logs’ and represents a type their neighbourhood #police” safety messages and updates of personal website. Users around public order situations. make regular entries of • Start sharing your Twitter contact name when In addition YouTube can commentary, often describing engaging – word of mouth is great be used as a platform for events with links to video or messages which are critical of photos. • Think about twitpics, links to photos. People policing issues. like them Blogging is less common amongst the police than the • Finally start following people. If you get spam use of Twitter but some police followers block them websites include the use of individual officer blogs.

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Principles

There are some basic Credible – Communities like Consistent – Encourage Responsive – Wherever principles you should engaging with police officers constructive feedback and possible respond to content follow when using digital and staff, especially those discussion. Be professional posted by others, whether technology as part of working at the frontline. Be and honest – friendly but positive or negative. This is community engagement. accurate, open, fair, honest not familiar. your chance to reflect the real Remember to be: and transparent in what situation and communities will you write. value honest feedback. www.npia.police.uk 7 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

An ambassador – Remember Ethical – Information posted Generally you should not post Neighbourhood Policing is that you are an ambassador online should not: any information or messages delivered by people working in for your force and the police on the internet that you would communities and the online service as a whole. As such • Contain protectively be unwilling to release to personality should reflect you are expected to exercise marked or otherwise the press or say at a public officer/staff members whilst sound judgment and common sensitive information meeting. working within the individual sense. forces values. • Discriminate on any Personable – Officers Inclusive – Remember that grounds, or appear should ensure their sites are not everyone has access to the to support discriminatory engaging and interesting for internet. Digital engagement attitudes the audience using the site. is an additional tool to use but make sure you have a • Be libellous range of ways to engage with communities. Make sure • Breach copyright you continue to highlight key messages to communities • Undermine operational through more conventional activities channels such as newsletters, public meetings and street • Damage the reputation of briefings as well. the police service

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Myths: why the police don’t engage

They might, but this is an issue for supervisors and line managers. Most media users Yes they might but they understand the difference could also do this in a number of “Officers might between the media they use forums. With proper support for contacting friends and the and guidance this risk can spend all their time media they use for work “Officers might say be reduced online chatting to something which may embarrass the force” their mates”

Overall it is a very low cost. There are people in every force who use this media “It costs too much day in, day out money and we don’t have the skills”

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They might, but they’ll say Downing Street, President it anyway – here we have an Obama, UK Armed Forces and opportunity to respond, CIA use it extensively. The engage and inform Norwegian Counter Terrorism “Somebody might say Unit has their own Twitter site something derogatory “Our security may about us” be breached”

Most if not all police forces in the United Kingdom now use Facebook, Twitter or YouTube as part of their engagement with the wider “Social media is for community they serve friends and family – not for police work”

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Social media engagement

Ed Rogerson

Forces are using social – Twitter that they know I’m trying to media sites as a method for community engagement resolve the issues which are of widening their access to important to them. I hope this communities and engaging As the Safer Neighbourhood reassures the public and sends with people through Officer for Starbeck, , a warning to any criminals their preferred method I’m always looking for ways to who may be tempted to of communication. While engage with my community. offend on my beat. forces are establishing a presence on Facebook, In 2008 I had success using I use Twitter to increase my Twitter and YouTube, the Facebook and YouTube and visibility without necessarily following case studies now I’m using www.Twitter. being seen in person – by demonstrate how individual com/hotelalpha9 to send sending a short update I can officers are establishing quick updates about the instantly inform hundreds of links with the communities day to day work I’m doing. people what I’m doing. I’ve they police. My intention is to keep my also found it to be an excellent residents informed about way to communicate. I can my daily commitments so get instant feedback from

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my community as other users – I write a weekly police blog that can found at can send me messages and Blogging for engagement http://philradbourne.wordpress.com. The blog provides an questions in a risk-free way. update as to the activity of my neighbourhood teams and Twitter only allows users to I am the neighbourhood myself over that 7 day period. I provide the community with post updates on their own policing Inspector for the updates on their local policing priorities and use it to circulate profile pages so I know Solihull sector of West good news stories that will aid in building confidence with our Ed Rogerson there’s no chance of abuse or Midlands Police. Engagement residents, community and transient community. inappropriate content being with our communities is placed on my page for others vital and we have to explore Recently I used YouTube footage on my blog to try and identify to see. different methods to reach an offender breaking into vehicles in my policing area. and communicate with Twitter is fast, free and simple our community. Inspector Phil Radbourne to use. I still send out letters, Neighbourhood Policing Inspector post leaflets, put up posters, West Midlands Police go to public meetings, etc, but http://philradbourne.wordpress.com Twitter is something extra I’m doing to communicate with different people in a different way. It’s a powerful tool which offers wonderful community engagement benefits for very little time or effort.

PC9 Ed Rogerson (@hotelalpha9 on Twitter) Neighbourhood Officer www.npia.police.uk 12 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

Website interaction

David Bailey

One of the impacts of Police – media organisations. The site increased use of the internet is Working with local websites is generally treated as ‘normal that in many neighbourhoods media’ giving them access new media is becoming as As the divisional to all press releases, regular popular as and even replacing communications manager in updates on police action traditional media. An example Stoke-on-Trent I use numerous on community issues and of this is where locality communication channels interviews arranged. based websites are taking to engage and inform local up the community needs communities. It is important In January 2010, Staffordshire of local newspapers. The to use the most appropriate Police launched Operation following example shows how selection of channels for each Chime to police an English Staffordshire used a range issue. Over the past 12 months Defence League (EDL) protest of media tools, including we have been working with and counter protest. The working in partnership with a www.pitsnpots.co.uk which is wide-ranging communications local website, when policing a a local blog/news website. This strategy recognised that many public order situation. site is not linked to traditional of those involved in both

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protests regularly use Twitter www.pitsnpots.co.uk were and dispelled rumours Towards the end of the and Facebook. This included given similar access to the about disorder occurring in operation YouTube was used during protests to give operation as TV and print residential communities. to publish a video showing commentary to supporters media. They were invited to police action and information and to encourage support. one of the officer briefings and The use of this particular about the policing operation. were given access to a press Facebook channel was a key This was promoted to those David Bailey In the run-up to the day of officer for regular updates. part of the communications interested in the event protest we increased our During the operation two strategy for Operation Chime. using Twitter, Facebook and visibility on the appropriate media staff were responsible PitsnPots sites. social media sites, using for monitoring social media At one stage a user asked a separate hashtag and websites. PitsnPots hosted if it was ok to use a local David Bailey #policingstoke for the event. a ‘live’ Twitter feed which was railway station. Within Divisional Communications This was heavily promoted in closely monitored. minutes Manager the leafleting, Bluetooth and responded with information Staffordshire Police media coverage also within Key messages were published and reassurance. This was the communications strategy to Twitter and Facebook about re-tweeted numerous times. to both visitors and local the policing of the protest Dozens of comments about residents. throughout the operation and the policing operation were due to the detailed monitoring also made using Twitter and On the day of the police responded to questions the media unit ensured they protest volunteers from from members of the public were quickly responded to.

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Digitally enabled meetings

Dave Barf

Digital engagement includes North Yorkshire Police – meeting or may not, because using technology in a wider Virtual meetings on-line of time constraints or other context than social media reasons be able to make sites. New technology creates As Safer Neighbourhoods it out to them. The Virtual the opportunities to extend Commander for Community and Police the reach of the traditional District, I had recently written Meeting (VCAP) gives an meeting so that people in my monthly column for opportunity to those people who could not ordinarily the Whitby Gazette that I’d to interact with their local access meetings, because of been to two public meetings police staff and raise issues commitments, disabilities or to address a total of 13 which are affecting their locality, have the opportunity people. To me this was not a neighbourhoods. I wanted to participate and follow representative sample of the it to reflect the workings of proceedings. The key to this people living in my area. I was the face to face meetings so process is that one form of really keen to engage with the the agenda was an open one engagement does not replace communities of Whitby and and people were free to ask another but that wider the surrounding rural areas. anything they wished. If I opportunities to participate couldn’t answer a question I are integrated within Some people don’t like the undertook to respond to the engagement processes. formal setting of a public individual’s email address. www.npia.police.uk 15 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

At the time I’d have been contributing with comments did so in an intelligent and live across the web. really pleased if we got and questions. The news story constructive manner. anywhere near 20 or 30 on the meeting the following Based on President Obama’s people “logged in” at the first day had attracted around 500 There have now been several ‘Virtual Town Hall’, the panel event. This was the first time hits and many more since. meetings and I’m pleased opened discussions on public that anything like this had that whilst I’ve moved on to concerns that were emailed been attempted in the UK and The event was supported a new role in the force control prior to the event, or that were it was my acknowledgement throughout by Ben Nolan room, my successor has asked on the night. The pilot that the geography of my of Yorkshire Regional continued with the concept. show was broadcast on the East area and busy lifestyles made Newspapers and Damian Sussex County Council website, attending meetings in the Clarke, the editor of the David Barf and watched by over 100 evenings difficult for some Whitby Gazette. The software Force Control people across East Sussex. people. In the event the first package we used was called Room Inspector ‘virtual’ meeting went well “Cover It Live”. It offers a chat North Yorkshire Police Questions posed to the panel with 75 people viewing the room style experience but included ‘Why do we only ever page and 32 of those allows for pre-moderation. We East Sussex – Webcasting see PCSOs on the beat, and not all thought that moderation police meetings Police Officers?’, ‘Whose job is it was important as it meant to reduce crime and anti-social that if anyone logged in intent East ’s Virtual behaviour in East Sussex?’ and on disrupting the experience Police Question Time event took ‘Why can’t we get the police they could be barred, and place at County Hall, Lewes, in to spend more time catching abusive or slanderous January 2010, where a panel of criminals instead of filling comments could be prevented police officers and Sussex Police out paperwork?’ from “going live”. In the event Authority members answered this facility was not required questions and talked to the Positive feedback was given as all those who contributed public about community issues, by attendees and viewers www.npia.police.uk 16 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

alike, confirming the public’s engagement. I’m really with the people of Sussex is answer a wide variety of enthusiasm for new media and pleased with the outcome – vitally important. This event questions which clearly securing a rolling series of virtual I think we’re onto a good marks the beginning of a articulated the issues police events to take place thing, and we’re now planning new and alternative way concerning people in East throughout 2010. to develop this into a regular of communicating directly Sussex. I hope this will be the format for communication.” with residents; hearing their first of a number of similar Chief Superintendent concerns and answering their interactive events.” Robin Smith, East Sussex Sussex panel questions without Divisional Commander, said: member, Carole Shaves, expending huge effort or The Virtual Police Question Time “It’s important to try new said: “The way in which having to travel on their is available to view at http:// initiatives in response to public Sussex Police and Sussex part. I was immensely www.eastsussex.ukcouncil.net/ demand for better community Police Authority interact interested to receive and site/webcasts.php.

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Collaboration between Police Forces

New Media Manager of the NPIA Kate Grady introduces the Police Online Knowledge Area Kate Grady

The Police Online Knowledge One of the first communities to organise meetings, greatly Area (POLKA) is provided to join POLKA was the NPIA reducing the amount of email by the National Policing Police National Computer traffic and administration Improvement Agency team and their colleagues previously involved. to support the wider around the forces. They didn’t policing family. This is have a web presence where The Forensics community are for collaboration within PNC Operators, trainers and holding debate and discussion the secure restricted other users could share and about project plans for their Police National Network discuss work matters. As an next phase of development. (PNN) environment and early adopter, they have 120+ is recommended for members. Documents are POLKA provides an ideal inter police community shared that were previously platform for NPIA and the collaboration. POLKA sent out via email. Liaison teams within forces to hold provides blogs, wiki’s and officer letters, rolling schedules online discussion and share discussion forums to simplify and even updates to the PNC their ideas and thoughts. the sharing of knowledge manual are now all online. and best practice. Regional co-ordinators are Visit https://polka.pnn.police. now able to manage their uk/ to join POLKA or email POLKA allows stakeholders communications locally, [email protected] for to collaborate online within uploading regional minutes more information. www.npia.police.uk the PNN restricted network. and using the events calendar 18 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

Social media monitoring

In addition to engaging police forces communicate communities most with communities through and engage with the public. influential to the police. digital technology, some police forces are now Greater Manchester, These tools continue to help using online monitoring Merseyside and Cheshire Police us to understand the policing to track and follow web have been working together issues that people are talking based conversations. to understand and respond about online and how we to the needs of their evolving can best engage with these communities, utilising social communities to impact upon media monitoring. confidence in the police.

In support of this we I spoke to a number of different collectively began to look social media agencies about at the monitoring tools their solutions and would be Kevin Hoy currently available on the happy to share my research market. These tools have and knowledge. Greater Manchester Police – been designed to track Social Media monitoring online conversations, The growth in social media has identify emerging issues seen a massive shift in how and monitor the online www.npia.police.uk 19 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

Consequently, Greater discussing Greater Manchester potential to alert us Manchester Police joined Police are, and the level to emerging issues before forces with Merseyside and of sentiment surrounding an event takes place. Cheshire to initiate the project, such discussions. taking advantage of shared Enhancing this aspect further, set-up costs and a significantly We can also understand we will soon be able to access reduced price for the more clearly how people a ‘live’ monitoring dashboard, ongoing work. are talking about us and which will identify emerging this will help inform our topics and trends as they At Greater Manchester Police, approach as we develop are happening. This gives we are already making great our social media strategy. us greater opportunities to progress with this project. Communicating through respond to what is emerging Each month, we receive a social media channels will through blogs or Twitter or dedicated report, detailing the require a different approach even news comments, and highs and lows of the previous and tone from us, and by react and respond where months conversations. understanding more about appropriate. Highlighting hot topics and how our communities are emerging issues, the reports talking to each other, it All of this activity will be also enable us to identify will help us to find the feeding directly into our which sites are generating right voice. developing social media the most positive comments strategy, which will see us about us – and which The system also allows us move from simply publishing generate the most negative. to take a more pro-active into social media spaces, to approach to conversation fully engaging with our online Even at this early stage, the tracking. We can flag up communities. reports help us spot where planned events or activities the most active communities in the system which has the www.npia.police.uk 20 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

Risk management and mitigation

The ease of access to social Phishing – Relates to fake the ‘s’ added to show that media tools and websites emails which attempt to it is secure. Also somewhere should not cloud the issue gain personal details from on the web browser will be a that there are many risks unsuspecting users. Often padlock sign – if a user clicks associated with working they take the form of banks, on the sign it will link to the with online tools. These credit card agencies or online certificate which means that risks can be managed and shops. They include a link to a third party has verified the mitigated through safe a website (which often looks identity of the website. usage policies. These official) which then requests should cover: the receiver’s personal details, If in doubt speak to your including account details and/ Force IT department. Safe passwords – Good or passwords. Never disclose passwords use a mix of your details on an email. For further details about being numbers and letters, safe online, whether at work substituting zeros for o’s and Secure websites – It is or at home go to fives for s’s. In particular keep important to understand www.getsafeonline.org. your passwords private. that the website you are This is a website run by the UK dealing with is secure. One Government which provides way in which this can be user-friendly advice for being demonstrated is with the safe whilst online. www.npia.police.uk website having http// with 21 contents previous next Engage: Digital AND SOCIAL MEDIA ENGAGEMENT

Ongoing support

National Policing Practitioner support – Ed Rogerson Kate Buckland Scott Fulton Improvement Agency a number of practitioners have Police Constable, Public Relations Officer, e services Manager, Avon POLKA – the Police Online agreed to give support where North Yorkshire Police Sussex Police and Somerset Constabulary Knowledge Area provided possible in your area of work. Ed.Rogerson@northyorkshire. [email protected]. Scott.Fulton@avonand by the National Policing Please remember that these pnn.police.uk police.uk somerset.pnn.police.uk Improvement Agency (NPIA) are force resources and that http://Twitter.com/ for its staff and the wider they will have to honour their hotelalpha9 David Bailey Kevin Hoy policing family. Collaboration own work commitments Divisional Communications Web Manager, online using blogs, wiki’s, as well. Dave Barf Manager, Greater Manchester Police discussion forums to simplify Police Inspector, Staffordshire Police [email protected] the sharing of knowledge Police Social Media users North Yorkshire Police David.Bailey@staffordshire. and best practice. For further Mark Payne David.Barf@northyorkshire. pnn.police.uk Natalie Proffitt information contact Chief Inspector, pnn.police.uk http://Twitter.com/ Head of New Media, [email protected] West Midlands Police bailey9799 Leicestershire Constabulary m.payne@west-midlands. Robin Smith natalie.proffitt@ Local Policing and pnn.police.uk Chief Superintendent, Technical support leicestershire.pnn.police.uk Confidence Team http://Twitter.com/ Sussex Police Stuart Davis Digital Engagement Business CIPayneWMPolice [email protected]. Web Manager, Area lead is Nick Keane. police.uk West Midlands Police [email protected]. http://Twitter.com/ stuart.davis@west-midlands. police.uk ChiefSuptSmith pnn.police.uk http://Twitter.com/nickkeane www.npia.police.uk 22