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The Numbers Trap

The Numbers Trap

By: Chris Hsiung
Date: Tuesday, January 07, 2014

Chris Hsiung

Captain Chris Hsiung commands the Field Operations Division at the Mountain View Police Department in California. You can follow him on Twitter @chMtnViewPD.

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When it comes to growing social media channels, it’s easy to get drawn in and focus on Twitter “follower” or Facebook “like” numbers.  If your followers increase, it must mean people like you. If they decrease or remain stagnant, then they must not like you.  Yet, it’s not that simple.

Historically, we think about numbers the same way we’d look at statistics.  In the law enforcement world, 20 expired vehicle registration citations represent a different picture than 10 DUI or 10 narcotics arrests; an “apples to oranges” comparison.  We do a disservice to ourselves if we limit our field-of-view to just one metric: numbers.  Going back to the above example, dig a bit deeper and you may discover the expired registration surge was the result of a special enforcement detail.  While this example may seem like an oversimplification, it illustrates the importance of asking questions to gather all of the evidence, culling through it and coming up with the real story.  In social media parlance, this story translates into engagement, influence, and reach.

Engaging your community with solid content will organically grow your audience and encourage greater reach and influence, consistently.  In a KISSmetrics blog post @jdeeringdavis summarizes the latter succinctly, “Just because someone has a lot of friends or followers that does not mean they can encourage those followers to actually do anything.”

  1.    What does engagement look like?
         On Facebook, it can take the form of thanking and interacting with anyone
         who took the time to leave a comment (good or bad).  On Twitter, it's a
         favorite of someone who mentions you, or simply replying back to them
         when they ask you a question.  Remember, when people like, share,
         retweet, or comment on your posts, THEIR friends and followers will very
         likely see this activity as well (and may end up "liking" or "following" you
         in return).

  2.    When do I engage?

         With Twitter, when and what you post will determine how long your tweet
         lives (or reincarnates when someone retweets you).  Put simply, tweet when
         your followers are awake and interacting with social media. There are many
         free tools like Tweriod which will analyze your followers and determine the
         best time to post tweets. Armed with that information, you can then tweet
         during times most likely to elicit engagement from your followers (with the
         caveat that breaking news or public safety alerts go out at any time).
         Take the time to reply back to people who make comments via Twitter or
         Facebook.  You might be addressing one person’s question or concern but
         many others are also listening in to your response (an ideal platform and
         opportunity to showcase your agency’s professionalism and brand).

  3.    Where do I find my social media data?

         Facebook offers free analytical tools (under the insights tab) which will provide
         a plethora of information on who and where your followers are.  Most
         importantly, these tools show you which stories your followers interact with and
         share most often.  After analyzing a number of different types of posts,
         including video and photos on our Mountain View PD Facebook Page, we found
         that there was some interaction on “feel good” content, but the bulk of our
         engagement came from posts that dealt with criminal apprehension and crime
         suppression stories.  Analysis into our @MountainViewPD Twitter account told us
         a similar story with some minor variations.  Data like this can change over time
         so we continue to look at our data and track it on a quarterly basis.

Key takeaways:

  •    Invest time diving into your stats to learn more about your followers.

  •    Adjust your content to mirror how your community enjoys interacting with you.

  •    Keep in mind that this is a constantly evolving process.  Your social media
        communities today are going to behave differently four, six, and eighteen
        months from now.

  •    Follower statistics alone only provide one chapter in the social media
        storybook.  Engagement statistics provide the context.

Special thanks to MVPD Social Media Coordinator Shino Tanaka (@shinotanaka) for her insight with this post.
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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.

    Social media is taking the world by storm. Social networks, blogs, photo and video sharing sites, and virtual communities are changing the way people live, work, and play. These tools present unique opportunities as well as challenges to the law enforcement community.  The Social Media Beat brings together a team of bloggers who will speak directly to you about hot topics and current issues.

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    Dionne Waugh

    Dionne Waugh is the Digital Communications Manager for the Jefferson County Sheriff’s Office, which is the largest, full-service sheriff’s office in the state of Colorado. Prior to that, she spent more than six years creating and leading the Richmond, Virginia, Police Department’s social media efforts, which led to international acclaim and recognition.

    She has spoken about law enforcement and social media at more than a dozen conferences across the country in addition to four IACP annual conferences. Waugh is a former newspaper reporter who wrote about crime, police, and the court system for several years. That experience and an ingrained curiosity for what makes people tick has fueled her desire to improve communication between people. Follow Dionne on Twitter @JeffCoSheriffCo.

    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.

    Leon Robertson

    Officer Leon Robertson is the Social Media Coordinator for the Hampton Police Division. Robertson has developed internationally recognized public safety messages, including the Jingle Bells “Holiday Safety Remix” in December 2013. He has extensive experience in graphic design, video & audio production, and managing various social media platforms. You can follow Officer Robertson’s efforts with the Hampton Police Division on Facebook, Twitter, and YouTube.

    Tracy Phillips

    Tracy is a Senior Project Specialist with the IACP. She is responsible for managing the day-to-day operation of the 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.

    Zach Perron

    Lieutenant Zach Perron is the public affairs manager for the Palo Alto (CA) Police Department. Zach was a 2014 visiting fellow at the IACP in the Center for Social Media. He serves on the steering committee for the Bay Area Law Enforcement Social Media Group (BALESMG), and is a member of the US. Department of Homeland Security's Virtual Social Media Working Group (VSMWG). He holds a bachelor's degree in American Studies from Stanford University and is now pursuing a graduate education at the Naval Postgraduate School's Center for Homeland Defense and Security in Monterey, California.  You can follow him on Twitter: @zpPAPD.

    Dave Norris

    Sergeant Dave Norris is a 21 year veteran of the City of San Mateo Police Department. He has worked in a number of positions including Juvenile Detective, Field Training Officer, Narcotics Detective, and Patrol Supervisor. Dave is currently assigned to Community and Media Relations and oversees day-to-day functions that involve the relationship between the police, the community, and the media. Dave is dedicated to the increase of community engagement through the use of social media. Under his management, San Mateo PD's direct subscribers to community alerts and public safety messaging has grown from several hundred to over 22,000.

    Chris Hsiung

    Captain Chris Hsiung commands the Field Operations Division at the Mountain View Police Department in California. Through the department Community Action and Information Unit (CAIU), he manages strategy, community engagement, and growth through the police department social media channels. Chris has been serving the Mountain View community for over 19 years and has held a variety of assignments within MVPD. These include detective assignments in Property Crimes, Person Crimes, and High Tech Crimes as well as collateral assignments on SWAT and the Field Evidence Team. He also serves on the planning committee for the Bay Area Law Enforcement Social Media Group (BALESMG). You can follow him on Twitter @chMtnViewPD.

    Lynn Hightower

    Lynn is the Communications Director and Public Information Officer for the Boise Police Department and has served in that role since October, 2003. Lynn also serves at the PIO for the Boise Fire Department. Lynn authors and manages the social media outreach for Boise Police and often acts as media spokesperson. She advises officers from patrol to command staff on media and public communications skills. Lynn joined the Boise Police Department after 17 years as a television reporter, producer, anchor, and news director. Lynn regularly instructs new officers at the Boise Police Academy and has given media and public communications presentations to dozens of federal, state, and local emergency responder agencies. Follow Lynn and Boise Police 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 47,000+ residents of the City of Dunwoody. 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, Pinterest, and Vine to their arsenal since then as effective tools to market their department and engage their community. Chief Grogan has written about the benefits of law enforcements use of social media, participated in several social media focus groups and lectured at the IACP, Georgia Association of Chiefs of Police Conference, COPS Conference, and many other venues. Follow Chief Grogan on Twitter @ChiefGrogan and the Dunwoody Police Department @DunwoodyPolice.

    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 since 1997. He is currently assigned to the FBI’s Regional Computer Forensics Lab as a Forensic Examiner. Previously he was assigned to the Department's Office of Media Relations and Public Affairs where he was the Social and Digital Media Manager. Frank has spoke at several industry conferences and major universities on the topics of social media and content strategy.

    Tim Burrows

    Tim Burrows was a sworn police officer for 25 years with experience in front line operations, primary response, traffic, detective operations, and supervision. He has training in a broad spectrum of policing responsibilities including IMS, Emergency Management, computer assisted technology investigations, leadership, community policing, and crisis communications. Tim left policing but has remained involved through consulting with law enforcement on the advancement of communications and social media. Tim runs #CopChat on Wednesday nights at 9pm ET, to allow police and community members to connect and break down barriers. To learn more about him you can follow him on LinkedIn, Twitter and Facebook or click here to contact him

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    The Social Media Beat periodically features guest bloggers who share their perspective on the topic of social media and law enforcement. These individuals are law enforcement professionals; sworn and civilian personnel from agencies of all types and sizes throughout the world. If you are interested in guest blogging, please send your request to All bloggers must be affiliated with a law enforcement agency or educational institution. We cannot accept blog entries from vendors or others working in a for-profit capacity.

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