Accession Number : AD1027564

Title :   Becoming More Than a Digital Bullhorn: Two Way Engagement on Twitter for Law Enforcement

Descriptive Note : Technical Report

Corporate Author : Naval Postgraduate School Monterey United States

Personal Author(s) : Perron,Zachary P

Full Text :

Report Date : 01 Mar 2016

Pagination or Media Count : 209

Abstract : Police agencies are increasingly turning to social media to communicate with the public; some departments only push information out one way, while others engage in a two-way, back-and-forth conversation. Research is robust on topics such as two-way engagement, the benefits of a large following, and the positive impact government can have by using social media during and after crises, but there is a marked lack of police-specific quantifiable data. The purpose of this thesis is to determine if two-way engagement on Twitter leads to an increase in followers. A case study analysis of three Silicon Valley, California, police departments Twitter engagement habits showed that agencies using a two-way communication model receive more new followers overall than agencies using a one-way model. The analysis did not, however, conclusively find a direct relationship on a monthly or daily basis between the amount of two-way engagement and the number of followers. Ultimately, the research reveals a number of tactics that police agencies can employ to increase two-way engagement, and recommends strategic implementation devices.

Descriptors :   Police , Law enforcement , online communications , social media , social networking services , communication channels , social networks , information systems , case studies , Public relations

Subject Categories : Sociology and Law
      Administration and Management

Distribution Statement : APPROVED FOR PUBLIC RELEASE