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Creating a Social Media Engaged Agency

Creating a Social Media Engaged Agency. Presented by: Sergeant Tom Le Veque Arcadia Police Department tleveque@ci.arcadia.ca.us. Development of the Arcadia Social Media Presence. Arcadia Police Officers’ Association Intense negotiations

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Creating a Social Media Engaged Agency

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  1. Creating a Social Media Engaged Agency Presented by: Sergeant Tom Le Veque Arcadia Police Department tleveque@ci.arcadia.ca.us

  2. Development of the Arcadia Social Media Presence • Arcadia Police Officers’ Association • Intense negotiations • Edited & opinionated articles in traditional print media • Lack of timeliness • Needed to market the POA • Google = Topix & “Foothill Cities Blog”

  3. Research! • Limited resources • Cops2Point0 • Christa Miller • Sacramento PD • “Officer Michelle” • Whittier PD Blog • Oxnard PD • Beat Cop Tweets • Boca Raton PD

  4. Bellevue PD, Nebraska • Blog & Twitter Presence • ConnectedCOPS.net • Lauri Stevens • #140 Conference, “3 Tweeting Chiefs”

  5. Arcadia Police Officers’ Association • APOA News & Information Blog • Free platform (Blogger – WordPress) • Coordinated with Administration • APOA Website • Positive articles • Allowed comments • Personal touch • APOA Twitter

  6. Return on Investment (ROI) • Communication tool • Real time • Dialogue • Positive branding (marketing) • Builds trust • Influence • Education • Ability to touch anyone, anywhere!

  7. ROI (continued) • Listen & learn • What is being said about your agency? • YouTube burglary comment • Citation = harassment? • What does your community expect? • Can give your agency a personality • Improved relations with media • Force multiplier • Community Policing • Information

  8. “Official” Arcadia Police Department Presence • Buy-in from Chief of Police, Feb 2010 • Blog • Facebook • Twitter • @ArcadiaPD (Verified) • @TRLeVeque • Nixle (Community Wire – Emergency Communication) • Crime Mapping

  9. Arcadia Police Department

  10. What & Who is behind your successful presence? • Buy-in from the TOP! • Volunteer for assignment • Involve all sections of agency • Internal education • Overcomes “fear” • Prevents embarrassment • Politics, legal issues, & privileged information • Everything is public • Leave opinion at the door • Policy Development

  11. Successful presence (continued) • Engage & participate • Comments? • Patience • Timeliness • FLSA • Team approach • Emergencies 9-1-1 • Sincerity & follow-thru • Listen, ask, and adapt

  12. Successful presence(continued) • Network & Research • Within Law Enforcement • International Association of Chiefs of Police • ANY other LE presence • Outside of our profession! • GovLoop • Gov2.0 • Private industry • Evaluate “Expert” opinion

  13. What to talk about? • Crime incidents • Crime trends & prevention • Upcoming activities & events • Agency awards & recognition • Recognize your community • Enhanced press releases • ASK! • Value

  14. Time Investment & cost? • Basic presence in hours to days • Maintenance = 1-2 hours per day • Personnel time $ • Tools • Free blog platform • Blogger, WordPress • Free Twitter platform • Tweetdeck, Hootsuite • Free Facebook • Free Nixle • Google Alerts & Analytics • Consultants

  15. Future? • Use of video • YouTube channel • Press releases • Citywide department involvement • School District • Nixle • HS Journalism

  16. Overcoming Apprehension • International Association of Chiefs of Police • Los Angeles County Sheriff’s Department • Growing number of local agencies

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