Tag Archives: Government

Web 2.0 and Community Policing

DSCF7785 One of the “buzz words” for police agencies, before 09-11-01, was Community Policing. For years, using those words in just about any grant request was almost guaranteed to get some state or federal money flowing into the police department. More recently, Community Policing has taken second seat to Homeland Security however.

What exactly is this new thing called “Community Policing”? Well, first off, it is absolutely not new. It’s going back to the way we used to police 75 or 100 years ago.

Community policing is a philosophy that promotes organizational strategies, which support the systematic use of partnerships and problem-solving techniques, to proactively address the immediate conditions that give rise to public safety issues such as crime, social disorder, and fear of crime. -=SOURCE=-

I have heard a statement used in the Community Policing world… It’s been attributed to Paul Harvey but I haven’t been able to verify this. The statement goes:

The greatest crime prevention tool is the front porch.

Folks sitting on their front porch WILL deter crime. Criminals don’t want to be seen.

How does all this tie into Web 2.0?

Web 2.0 is a discussion. Communication. Two (or more) way dialog and commentary. So is Community Policing. It is a dialog between the police, more specifically, police officers and the community, more specifically the community, or neighborhood the police officers patrol.

By opening a dialog via the Internet, you can enhance your Community Policing initiatives. But which, of the THOUSANDS of tools do you use? Where do you begin? Which one do you start with?

There are several things you have to examine before you go any further. One of which is just exactly WHO will be handling the continuing dialog.

One of the most interesting concepts was brought up in a different conversation by a contact of mine name Christa M. Miller. In her blog, she discussed the “branding” of a police agency. I responded with a rather lengthy comment that probably should have been a blog post of its own. But it raised a question in her mind. She asked:

I think what I was envisioning was policy that would allow officers to take the initiative as long as they do it responsibly. This is not something you can “mandate” IMO – it has to fit into the overall strategy of strong community policing efforts.

Is there a way to write SOP to accomplish this? Perhaps allowing officers to “officially” represent the PD online only if they have a certain number of years of service?

When I first read this, I got cold chills. I’m old school. You have ONE point of contact in a police department for public information. The PIO (Public Information Officer). PERIOD. The idea of opening up the entire department with the expectation that they will do it responsibly is a bit disconcerting.

But the more I thought about it, the more it started to make sense. And I believe a hybrid of both methods would work well.

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Branding police work via social media

Image: <a href=“Branding” is one of those corporate buzzwords that threatens to be overused, if it isn’t already. Yet the concept–to create a set of words and images that inspire positive reactions in people–couldn’t be more important to law enforcement.

How does police work get branded? Usually, through the media. The TV show COPS is a brand, as are the CSI and Law & Order franchises. Because they influence public perceptions of law enforcement (the “CSI Effect,” anyone?), they all contribute to the larger “brand” of police work.

Local media, the newspapers and TV news affiliates that cover your community, also figure into the branding equation for better or worse. Cops complain about this kind of branding a lot, how reporters encourage “armchair quarterbacking” over incidents for which they show little understanding.

But the news media can also brand police work the right way. Witness the photography of FrederickNewsPost.com’s photojournalists, who covered the funeral of Officer Richard Mark Bremer, killed in a motor vehicle accident on October 23, 2008. Their slideshow, accompanied to great effect by Chief Kim Dine’s eulogy, shows a different side to police work–one the public doesn’t often see.

Overall, however, traditional media influence over police work’s “brand” is too hit or miss to trust. The good news is that these days, it doesn’t take much to compete with them. You needn’t hire a public relations agency as the Atlanta Police Department recently did to brand itself for recruiting purposes. And pay no attention to the talk flying around the Internet about “personal branding,” as if people could package themselves neatly into a human Coca-Cola or McDonald’s–and inspire the same customer loyalty.

A variety of tools, many of them free, exist to help businesses and public agencies present the best image they can to their customers or constituents. The catch-all term for those tools, social media, refers to the evolving means of Web-based communication.

Social media use is meant to create and further relationships between people. Especially as the economy spirals steadily downward, smart sales people realize that the best way to move product is to build trust, give customers a reason to buy. In law enforcement, you’re not selling a product–but you do want the public to trust you. How else will you get those tips on your Crime Stoppers hotline, or get voters to approve a bond issue for a new police department?

A police department’s use of social media doesn’t have to be fancy, but it does have to be authentic. It has to come from a person in the department, whether officer or administrator. Perhaps most importantly, it demands a reassessment of current policy. The not-unfounded fear is that officer blogs or MySpace pages or YouTube videos could lead to the kind of PR disaster that got a Eustis (Fla.) police officer fired for misconduct committed off-duty.

But managed correctly, most officers can and will do right by their police departments: create honest dialogue with the people they serve, use that dialogue to build toward a stronger and more unified community-policing ethic, and ultimately brand their job the way everyone wants to see it: cops who care.

Image: robstephaustralia via Flickr

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