Page 52 - Security Today, July 2017

CAMPUS POLICE
THE KEY
Humor. Without it, messages are bland and will have little traction. With it, we can impact a number of people without spending countless hours giving presentations during overtime assignments. The Iowa State University Police Department (ISUPD) has continued to break barriers when approaching law enforcement use of social media through continued humor that hits home with people from around the world. Being able to tie together current events and safety concerns with a dash of sarcasm can be very effective. ISUPD’s tweet mixing a foggy day with a call to stop vaping reached more than two million viewers. [See image 1 on page 20] Sometimes self-deprecating humor is the solution. The #DonutDisrespect campaign uses the well-known stereotype and a little wordplay to encourage worldwide respect. The video and campaign events were viewed on social media by trillions of people. With the use of outtakes, viewers were reminded of the message while also seeing that the officers in the video are real people. [See image 2 on page 20] Figure out how your department is viewed internally and you can develop an identity to help your com- munity see who you truly are.
Think of your favorite brand. Consider only seeing or hearing about that brand two or three times per year. Will you lose interest? Now consider trying to build a relationship with your community. If you only have con- tact with individuals a few times every year, will the community support you in a time of need? Will they ever move past the point of support and begin to advocate for you? Liai- sons and community outreach units can only reach so many people with limited time. If we begin to consider law enforcement as a brand, and can find a way to get others to effectively promote that brand, our messages can reach far beyond a single person’s interactions. The ISUPD joined social media with three pri- mary goals to improve this reach: Remind, Enhance, and Inform.
REMIND
In-person communication and education play an immense role in relationship building between a police department and the com- munity. In addition, patrol officers are having positive interactions with community mem- bers on a daily basis. Social media can act as a catalyst to remind our community of these interactions and advertise future events where community members can elect to communi- cate and engage with officers in a non-threat- ening and positive environment.
ENHANCE
Many efforts made by law enforcement
require follow-up; education is no exception. By taking material provided during presenta- tions or conversations and twisting it into a new medium, social media audiences become privy to additional resources and informa- tion. This new means of contact can continue to enhance the safety and wellbeing of the community with little strain on department resources.
Perhaps the most important way social media can improve community relations is by allowing an opportunity for feedback. Social media was not developed as a billboard and should not be viewed as a monologue. At a minimum, social media is a dialogue between an individual and an agency; in its finest form, social media allows large conversations to exist in a consolidated space. Some fear the consequences of negative comments being made, but the reality is those comments are being made whether the department is part of the conversation or not. Join the conversation and provide some guidance and direction for those negative comments.
INFORM
The days of learning about recent happenings in the morning paper are long gone. The 24-hour news cycle has spread mass informa- tion, and in some cases chaos, by racing to the scene and reporting live. When on-scene law enforcement isn’t able to quickly answer ques-
tions about what is happening, journalists are inclined to find other sources: bystanders. As we know, these bystanders don’t always have accurate accounts of what transpired. If law enforcement were to take on the role of a journalist and provide breaking news or information as quickly as possible, we could greatly assist journalists. With the right infor- mation, journalists will have our narrative to draw from when reporting immediate, perti- nent, and updated information; even if the breaking news provides only a vague descrip- tion of an incident with the location of an upcoming press conference.
In a “need-to-know society,” our commu- nities often beg for information about inci- dents that wouldn’t normally be published. Many educational institutions are governed by Clery and are required to push out emer- gency notifications or timely warnings. Social media can provide agencies with an addition- al way to reach people with information, even when Clery or press-release standards may not be met. Imagine being able to provide real-time information to your community of a major intersection being closed for a colli- sion investigation. This resource could be invaluable, but how do you measure efficacy?
SUCCESS
A wise chief once suggested the use of social media as a community outreach tool is like
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