Transform Your Force’s Digital Engagement
While 999 is still the “go-to” in emergency situations, more and more people across the UK are turning to digital channels to communicate with their local police forces.
The British public is increasingly connected:1
- 32 million people in England and Wales have access to Single Online Home
- 101 call volumes reduced by 34% as people move to digital channels
- 27,000 people responded to a recent national survey on police social media channels
Love it or hate it, social media’s role in policing will continue to grow to meet the demands of our digital-first population.
Hootsuite is a unique social media management platform that helps police forces across the UK to engage with the public, build trust, and deliver services more efficiently via social media.
1. From April 2019 to January 2020. eBulletin, NPCC, 2020.
Hootsuite has empowered us to manage our social media presence effectively and helped us embed PSNI’s social media profiles as a recognised channel for our communities to interact with.
Social media’s role in policing
Social media is no longer a nice-to-have communications channel—it’s becoming one of the leading channels for many police forces across the UK and beyond:
- The Metropolitan Police Service has over 1.2 million followers and actively engages with its communities through social media.
- The National Police Chief Council, Digital Policing Portfolio (DPC) announced at the start of 2020 that 12 police forces were working towards a target operating model for the use of social media. Social Media is part of the national contact strategy and local policing guidelines.
- The Police Service of Northern Ireland uses social media to attract and retain top talent. PSNI recently drove 10,000 website visitors for two advertised job vacancies.
- The New York City Police Department uses social media to actively engage with the city’s citizens as a department—while empowering over 100 local policing teams to use social media to confidently connect with their communities, producing invaluable law enforcement results.
In the aftermath of the global pandemic, the public demand for digital engagement with local police will only increase. Now is the time to build the digital skills, infrastructure, and processes to meet this demand.
Hootsuite helps police forces
Understand and engage the public
Hootsuite’s social listening functionality enables police forces to gain a deep understanding of public perception across digital channels. It also helps them to address misinformation and prevent digital threats.
By restructuring their social media strategy and tracking conversations, NYPD managed to connect and engage with the public: the number of complaints decreased while a citizen trust was built.
Reduce contact centre costs and deliver better digital services
Hootsuite provides a secure platform where contact centre agents can process crime reports received via social media, alleviating pressure on busy call centres. All crime reports can be digitally archived for compliance purposes and provide a full audit trail.
Respond quickly in crisis scenarios
Hootsuite allows police forces to monitor communications across social channels and respond quickly in any crisis. Communicate important information quickly and dispel any misinformation.
Attract new recruits
By showcasing the daily activities of real police officers, police forces can attract new talent to sign up. With Hootsuite Amplify, police forces can encourage officers to share approved social content and extend the reach of recruitment campaigns organically.
Solve ongoing investigations
With Hootsuite, the PSNI leverages its one million followers to help gather information and solve real cases. The team regularly shares real-time information about suspicious vehicles, rogue traders, or stolen goods which encourages the public to come forward with information.
“Hootsuite has played a huge part in helping us use social media to build a safer and more secure community in Northern Ireland.” — Fiona Williamson, Corporate Communications Manager, PSNI
Meet regulatory requirements
Ensure all police social media activity is archived securely for discovery and GDPR compliance. Content can easily be reviewed, placed on legal hold, and exported in a variety of formats in preparation for litigation and internal investigations.