Spotlight on community policing: The benefits of social media
An officer changed a tire for a Texas woman stuck on the side of the road. A deputy in Michigan found a missing dog, and brought him back to the station and cared for him personally until the owners were located. An off-duty officer from Colorado purchased food and clothing for a woman and child in need, out of his own pocket. These instances demonstrate the essence of the law enforcement profession. We are taught to protect and serve, in whatever form that may take day-to-day. We are inspired to give back in order to create a more cohesive community. The many acts of kindness performed by officers deserve to be recognized and praised, however they generally do not make news headlines. But this is a situation law enforcement officials are starting to change personally through technology, and in particular, social media. Social media is one of the most effective ways to put a spotlight on these community policing stories and promote transparency and trust within the community.
Social media. Who’s using it?
Ten years ago, just 7 percent of the US population used one or more social media platforms. Now, 76 percent of Americans who have access to the Internet utilize social media sites.[1] In addition to the sheer number of people using social, there’s also an emerging trend where an increasing number of Americans are seeking out news information via social media. A 2016 Pew Research Center study found the majority of U.S. adults (62 percent) get their news from social media, with 18 percent responding that they do so often.[2]
In the law enforcement sphere, activity on social media is not a new phenomenon, but more law enforcement officials are considering it now more than ever before. According to the International Association of Chiefs of Police (IACP) 2015 Social Media Survey Results, 73.9 percent of responding agencies not currently using social media were considering adopting it.[3] Internet connectivity and mobile technology are more accessible than ever, and the vast majority of social media apps such as Facebook and Instagram are free and can be easily downloaded. The number of officers who feel comfortable using social media has also risen sharply with the rapid advancement of technology. In 2014, “Three quarters of law enforcement professionals [were listed as] very comfortable using social media, showing a seven percent increase over 2012 despite a decrease in availability of formal training.”(Lexis Nexis, “Social Media Use in Law Enforcement”).[4] Twenty five percent of law enforcement professionals used it daily in 2014, compared with 16 percent in 2012.[5] There are also a number of tools available to assist officers in learning more about getting involved on social, including the IACP Center for Social Media.
Communicating with the community
One of the most impactful applications of social media is its use to connect with the community directly, by communicating news and showcasing the day-to-day activities of officers. Social media can help departments dispel the mystery and apprehension that too often surrounds police by increasing transparency. Local residents can view law enforcement activities from anywhere at a click of a button, staying up to date on important events and, better yet, truly realizing what it means to wear the badge. It means putting the community first, attending local events, visiting schools, going above and beyond even when off-duty. This aspect of a career in law enforcement can often be better depicted via photos, which are ideal for social media sites like Instagram. Departments can control their own message on social media and be their own advocate – an important benefit given that more and more people are getting their news from social sites. Additionally, social media as a communications tool has been proven to work very well, as noted in a recent report which found that of those surveyed by IACP, 2015, “83.5 percent of agencies state that social media has improved police-community relations in their jurisdiction.”[6]
Tell your story
It’s exciting to see more departments actively using social as a way to effectively communicate with the communities they serve, leading to the rise of popular hashtags and campaigns like #LESM and #BehindTheBadge. In similar form, this is where the LoJack #PASS campaign came from. The acronym stands for Protect And Serve Stories. It is designed to recognize members of law enforcement whose small, thoughtful good deeds are impacting and improving the communities they serve and protect. Whether law enforcement professionals are buying meals for the homeless, volunteering at a local charity fundraiser, or helping to fulfill a wish for a special olympian who wanted to be a sheriff for a day, #PASS seeks to highlight these positive stories, helping to garner the recognition they deserve. Throughout 2016, we’ve spent time interacting with hundreds of departments across the country on social media, and are incredibly grateful to all the departments who have shared their stories with us.
Working together as a police family
Social media isn’t just a way to interact with local officers who protect and serve – it’s also proved helpful in communicating with different departments across state lines.
A recent story comes from the West Melbourne Police Department in Florida, about a little boy with spina bifida named Matthew.
“Matthew’s story touched my heart personally,” said Kathy Wilson, Sr. Administrative Assistant to the Chief of Police. “His grandmother responded to a [West Melbourne PD] Facebook post with the following, ‘My grandson wants to be a police officer so bad I don't have the heart to tell him that it's not possible. Here is my reason why. He has spina bifida and is in a wheelchair. Will be for all his life. That doesn't stop him from wanting to be a police officer.’ I knew immediately I wanted to do something for him and that’s how this story begins.”
Wilson and the West Melbourne PD contacted hundreds of law enforcement agencies all over the country through social media and email, sharing Matthews’s story and finding small ways to bring joy to his life. Social media was an essential tool in communicating with agencies across state lines effectively and quickly.
“I made it a personal crusade to contact as many police departments as I could to see if they would send Matthew a police patch or some other police memorabilia from their departments. The response was overwhelming. Patches, Challenge Coins, letters, cards, certificates, and other goodies started arriving at his home almost immediately. At last count, over 100 agencies have responded with special deliveries for Matthew. The tremendous outpouring of support is not surprising, given the profession and ‘family’ I belong to,” Wilson said.
Acts of kindness like this from the West Melbourne Police Department aren’t hard to come by – in fact we see them every day. The #PASS program is our way to continue to highlight them, and give the recognition that is truly deserved.
Editor’s note:
To share #PASS related content or photo with us on social media, tweet at the author (@PWClancy) using the hashtag #PASS, or tag LoJack on Facebook or Instagram.
About the Author:
Patrick Clancy is the Vice President of Law Enforcement for LoJack Corporation, a position he has held since 2003. Mr. Clancy oversees LoJack’s Law Enforcement Liaison team, all of whom are former police officers. He is also the founder of the #PASS (Protect And Serve Stories) campaign.
Mr. Clancy previously served as a sergeant with the Medfield, MA Police Department, as well as a Military Police Officer and Provost Marshal Investigator of the U.S Army. Mr. Clancy has been a member and presenter with the International Association of Auto Theft Investigators (IAATI) since 1986 and holds a Bachelor of Science in Criminal Justice from Northeastern University.
