The Social Media Beat

Black Friday Tweetathon

Black Friday Tweetathon

By Billy Grogan

Billy Grogan

Billy Grogan is the Chief of Police for the Dunwoody Police Department in Georgia. Follow Chief Grogan on Twitter @ChiefGrogan.

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Black Friday in most communities is a pretty busy day for police agencies. It is especially busy if the community has a lot of retail establishments or a mall. Dunwoody has both. To chronicle this typically busy day, the Dunwoody Police Department decided to tweet all of their calls starting the morning of Black Friday at 6am for the next 24 hours.

A campaign started on Monday using their social media channels and email lists promoting the upcoming tweetathon. Several local newspapers and a couple of television stations picked up the story as well. The Uniform Patrol Sergeants for each of the two shifts were responsible for tweeting each call, which included dispatched as well as self-initiated calls. The sergeants were also responsible for responding to any questions or comments if needed.

Black Friday ended up being a pretty quiet day, very non-typical for even a regular Friday. A total of 145 calls were posted on Twitter. A lot of these calls included false alarms, residential checks, and business checks. Other calls sprinkled throughout the day included a couple of burglaries, a couple of entering autos, and only two shoplifting calls. Many of the calls generated questions and comments from the community, which created multiple points of community engagement. Ironically, the one call which generated the most comments and retweets on this day was posted prior to 6am. A woman keyed the car of another who took her parking space at the mall and was arrested.

Overall, the event was a huge success. The department added approximately 800 followers for this event and their social media engagement with the community increased. In addition, there were several important lessons learned.

1. A local online newspaper posted a feed of the hastag #dpdcalls and informed the public they could follow the department on their site. More than likely, this limited the number of new followers the department added.

2. After the event was over, about 50 people unfollowed the department.

3. There were several media requests for on camera comments about the keying incident and about the department tweeting all of their calls. However, the department was not able to honor those requests due to staff being off for the holiday.

4. A couple of people said the tweets were boring and wasted their time. The formula followed by the sergeants left little flexibility and creativity in 140 characters.

5. A follower brought a mistake to the department’s attention. The department inadvertently posted the street name where residential checks were occurring. Although it would be difficult for someone to figure out which house it was at, the department quickly stopped providing the name of the street.

The department viewed the tweeting of all of their calls for 24 straight hours a success. They gained valuable insight into the interests of their community, learned some valuable lessons for the future, and added a significant number of new followers for future outreach.  
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    So you have found, or perhaps stumbled upon, The Social Media Beat, the blog for the IACP Center for Social Media Web site. The Social Media Beat is about three things: social media, law enforcement, and perspective. Here you will find a fresh outlook on the issues that are affecting law enforcement agencies and their personnel when it comes to social media.

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    Dionne Waugh

    Dionne Waugh is the social media guru for the Richmond Police Department. As a member of the Department's Public Affairs Unit for more than three years, she created and developed the agency's successful use of social media and continues to try and find new ways to improve the way Richmond Police communicate online. Waugh is a former newspaper reporter who wrote about crime, police, and the court system for six years. That experience and an ingrained curiosity for what makes people tick has fueled her desire to improve communication between people. Waugh graduated from Virginia Commonwealth University in Richmond, Virginia, with a degree in mass communications. Follow Dionne on Twitter @RichmondPolice.

    IACP Center for Social Media

    IACP's Center for Social Media serves as a clearinghouse of information and no-cost resources to help law enforcement personnel to develop or enhance their agency's use of social media and integrate Web 2.0 tools into agency operations. The Center is funded by the Bureau of Justice Assistance, Office of Justice Programs, U.S. Department of Justice.

    Tracy Phillips

    Tracy is a Senior Project Specialist with the IACP. She is responsible for managing the day-to-day operation of the DiscoverPolicing.org Web site and coordinating the site's social networking plan. In addition, Ms. Phillips provides writing, editorial, and technical assistance on a variety of association projects and activities, including police management studies, job analyses, executives searches, federal grants, and various research projects and proposals. She has more than 10 years of experience in state and local government, including work as a management analyst, performance auditor, and crime analyst. Ms. Phillips holds a master's degree in public administration from the University of Georgia and a bachelor's from Clemson University.

    Want to hear more from Tracy Phillips? Follow her and the Discover Policing team on TwitterFacebook, and on the Inside Discover Policing blog. You can also network with other police recruitment professionals in the Law Enforcement Recruitment LinkedIn group.

    Lynn Hightower

    Lynn has been the Communications Director and Public Information Officer for the Boise Police Department since October, 2003. Lynn also serves at the PIO for the Boise Fire Department. Lynn often acts as media spokesperson, and advises officers from patrol to command staff on effective media and communications strategies. Lynn joined the Boise Police Department after 17 years as a television reporter, producer, anchor, and news director. Lynn is a certified media relations and communications instructor from the Idaho POST Academy. She regularly instructs new officers at the Boise Police Academy and has given media relations and communications instruction to dozens of federal, state, and local emergency responder agencies. Follow Lynn on Twitter @BoisePD.

    Billy Grogan

    Billy Grogan is the Chief of Police for the Dunwoody Police Department in Georgia. Chief Grogan was hired on December 17, 2008, after serving 28 years with the Marietta, Georgia, Police Department, to start a brand new department. On April 1, 2009, the Dunwoody Police Department began operations with 40 sworn officers and eight civilians providing police services to the 40,000+ residents of the City of Dunwoody. The entire process took about 90 days. Chief Grogan embraced the use of social media from day one of operations. The Dunwoody Police Department began using Twitter the first day and has added Facebook, YouTube, and a Chief's Blog to their arsenal since then as effective tools to market their department and engage their community. Chief Grogan has participated in a number of social media focus groups and lectured on the subject as well. Follow Chief Grogan on Twitter @ChiefGrogan.

    Mark Economou

    Mark Economou is the Public Information Officer for the Boca Raton Police Department in Boca Raton, Florida. His media and public relations background spans nearly 20 years. Spending nearly 15 years in radio and television news, Economou held many positions from assignment editor, reporter, anchor, and executive editor. After that, he served as the Director of Media Relations for Cote & D'Ambrosio, a Public Relations, Marketing and Advertising firm in Wickford, RI. He then served as head of Media Relations for Citizens Bank of Rhode Island, the 9th largest bank in the United States. Follow Mark on Twitter @BocaPolice.

    Frank Domizio

    Corporal Frank Domizio has been with the Philadelphia Police Department for 16 years. He is currently assigned to the Department's Office of Media Relations and Public Affairs where he is the Social Media Community Manager. Frank is also a regular lecturer at Drexel University's LeBow College of Business on the topics of social media and content strategy.

    Tim Burrows

    Tim Burrows is a Sergeant with the Toronto Police - Traffic Services Unit. His primary role is the supervisor for strategic communications and media relations related to traffic issues within the geographical boundaries of Toronto. Tim was appointed to the Traffic Services Communications Office in 2008 with the mandate to raise the profile of traffic issues within the mindset of the general public. In an effort to enhance traffic safety and to control the timing and full scope of messaging, he has developed a targeted information stream using social media to expand the Toronto Police Service span of influence within the Toronto community and beyond with the goal of reducing collisions, injury, and death in Toronto. Using Twitter, Facebook, YouTube, and Blogs, Tim has pushed information about traffic safety to the citizens of Toronto and has opened the lines of communication to allow for collaborative efforts with community groups, road users, and individuals.

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