In today’s digital age, social media has become an essential tool for public safety departments. It helps in community engagement, recruitment, disseminating crucial information, and enhancing transparency. However, many public safety supervisors make common mistakes that can undermine these objectives. We often receive feedback and SOS calls from social media managers who are frustrated and/or concerned with direction given by admin. Understanding and avoiding these pitfalls is crucial for maintaining a positive online presence.
1. Turning Off or Deleting Comments
One of the most common mistakes made by public safety supervisors is telling their social media managers to turn off or delete comments on social media posts. While it might seem like an easy way to avoid negative feedback or criticism, this practice can lead to disengagement and a lack of trust within the community. Social media is inherently interactive – hence the word “social,” and shutting down comments can give the impression that the department is not open to dialogue or is trying to hide issues.
Social media managers should consider employing a strategy for moderating discussions using established terms of use as a guide. This not only allows for community interaction but also presents an opportunity to address grievances publicly, fostering transparency and trust. Another important consideration is the First Amendment implications of what many consider censorship by selectively removing the public’s ability to comment.
To see a sample terms of use click here.
2. Picking the Wrong People to Manage Social Media
The individuals tasked with managing a department’s social media channels play a critical role in shaping its online brand. Unfortunately, some departments fail to select the right personnel for this responsibility. It is essential to have individuals who not only understand the mission of the department but also possess strong communication skills and a grasp of social media dynamics. Supervisors should avoid appointing someone purely based on their familiarity with social media; rather, they should look for individuals who are skilled in professional communication and understand public relations.
Additionally, training is vital. Staff managing social media should be knowledgeable about how to represent the department properly online, respond to inquiries, and navigate sensitive issues. Without proper training, inexperienced personnel may make hasty decisions that can affect the department’s reputation.
“Most social media managers report being frustrated with the disconnect and lack of knowledge and support from their supervisors. Public safety supervisors must deepen their knowledge of social media to engage their communities effectively, reduce liability, and tackle the challenges posed by modern communication.”
3. Not Knowing or Misunderstanding the Laws
Every public safety department must be aware of the laws and regulations surrounding social media use, particularly concerning privacy and freedom of speech. One significant mistake is failing to educate staff about these laws, leading to potentially dangerous oversights. Public safety supervisors must ensure that personnel understand the legal implications of their social media interactions, including information sharing and the handling of sensitive or confidential data.
Furthermore, there are also policy considerations regarding the department’s social media presence. Failing to establish clear policies regarding what can be posted and how to interact with the public can lead to misinformation and confusion. Supervisors should work with legal counsel or experienced social media consultants to develop comprehensive social media guidelines that outline acceptable behavior, staff expectations, and protocols for handling negative feedback.
Want to learn more about law enforcement social media policy?
Read our Law Enforcement Social Media Policy Blog.
In conclusion, managing social media effectively requires a thoughtful approach. By avoiding common mistakes like turning off or deleting comments, selecting inappropriate personnel, and ignoring legal considerations, public safety supervisors can enhance their department’s online presence and build stronger community relations. Social media is a tool for connection, and when used wisely, it can significantly improve public safety communication.