by Kent Keller
This post is for takes a deep breath public safety crisis communication specialists that are looking to start or increase their public safety agency's online social media presence and community outreach efforts. If that’s not you…keep it moving, Jack!
The majority of your community knows your public safety agency only via your social media and traditional media stories. A smaller number of followers have had a (hopefully) positive run-in with your agency members. The former may not seem like it all the time, but it is a living and breathing thing. And like any Tamagotchi pet of the 1990’s, if you shove it in your junk drawer and neglect it…it doesn’t do so well.
Before you say, “We’re a small town Police/Fire/Ambulance agency! We don’t have any need for social media!”, keep reading (according to you, you have alllllll the time to do so…right?). Your social media page is where public safety agencies can share rear-time media stories, public safety alerts, crisis communication information, and remind your community of all of the stellar work I know your officers do.
The days of deciding if you’re going to have an active social media presence, regardless of your community size, are gone. Social media is now an essential element for modern law enforcement communications and a service your community expects and deserves from you. Most importantly, when done right, it can be an amazing cost-effective avenue to attract the top tier recruits you need.
By regularly engaging your followers and community, providing a personal voice to your department or organization (we found “knowledgeable class clown” to be a great starting point), and giving them a helping of useful information with a side of a laugh, you’ll be amazed at the returns you get in community participation and quality recruits! A robust social media presence is your opportunity to give the community a perspective of your job and agency they typically don’t have access to, isn’t on your website, and is not covered often with traditional media stories.
I know it's easy to say words over the internet tubes, so here's some proof positive from one of our clients on what happens when you really invest in your social media and community outreach (plot twist: they notice).
Social Media Channel Intel
It can be a lot to create a strategy, schedule your posts, and apply best legal/social media practices to ensure your social media presence is strong, reaches the right people you want, and tells the right story of your agency. But if you’re struggling to even find where to begin, just pick one channel and start communicating with your community. But which channel? Here is some info on each to help you decide:
Allows you to utilize photos, videos, and long form copy to give your department a personality and voice that is typically difficult to cultivate on other platforms. Has over 3 billion monthly active users that spend an average of 30.9 minutes per day on the app. The largest demographic is 25-34 year olds, representing nearly 30% of users.
X (Formerly Twitter)
Though it has seen decline in users, X is a great channel to provide “real time” updates, earned media stories, community alerts to those that follow. Has very limited character limit but great link usage. The 368 million monthly active users, with 24-34 year olds representing the largest demographic at 38.5%, spend an average of 34.1 minutes per day on the channel.
YouTube
Videos, videos, and a couple more videos. Video content makes up more than half of all social media content that is consumed. Videos are great to educate you community and connect with them on a human level. Has about 2.5 billion monthly active users with 25-34 year olds representing the largest demographic at nearly 21%, which is not a staggering percentage. This channel is utilized by persons of all ages and they collectively spend 48.7 minutes per day here.
A great mix of Facebook and X in terms of ability to use semi-long copy, photos, and videos to tell your agency’s story. Has 2 billion monthly active users with 18-24 year olds representing the largest demographic at just over 30%. Instagram’s users peruse this channel for 33.1 minutes per day, on average.
Initially meant to be exclusively a B2B social site, LinkedIn is quickly becoming one of the most utilized social channels by large brands, public service agencies, and industry leaders alike. Has 1 billion monthly active users with 25-34 year olds representing the largest demographic at whopping 60%. This is where real, meaningful business connections are made. The app tracks more of “daily users” (60%) and “several times per week users” (15%).
TikTok
TikTok is a video-centered platform with the highest average time spent on app per day compared to any other social media channel in 2024, at nearly 6o minutes. Has 1.7 billion monthly active users, and growing fast, with 18-24 year olds representing the largest demographic at 36%!
This post is already long enough and I have to finish celebrating the Detroit Lions absolutely demolishing the Jacksonville Jaguars. If you want specific tips on how to run these channels, check out our free blogs at www.osmgmarketing.com . You can also google “How do I get real good-like at [channel name] social media in [year]?”
Good luck!
PS – I don’t care what anybody says…dad jokes, memes, and relatable gif responses are still great communication tools! I'll die on that hill.
Kent Keller is a seasoned Brand Consultant, Social Media Manager, and Copywriter. He also acts as the Chief Executive Officer of OS Media Group. With over a decade of experience as a police officer and nearly five years as the Public Information Officer and Media Relations Manager for a prominent police agency, Kent brings a wealth of expertise to the proverbial table. His background, combined with his successes in developing numerous marketing campaigns and brand strategies, uniquely positions him to assist you in effectively engaging with your customers or community members.
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