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Social media has become ubiquitous in American society, including its impact on the law enforcement profession. Considered the most common form of entertainment for this generation, social platforms can quickly disseminate vital information to an agency's community and build a strong rapport with the people they serve and protect.

Georgetown Police Community Relations Officer Ryan Hill. (Photo provided)

“I think the purpose of social media for us is a way to connect with our community and deliver useful information as quickly as possible,” said Georgetown Police Community Relations Officer Ryan Hill. “I believe the more followers we have the faster information can travel in cases such as a missing or wanted person. The information sharing our (citizens) have in connection with our Facebook page is great from a law enforcement perspective. We have many cases that are solved with the help of our followers.”

Sgt. Jason McAmbley with the Bangor (Maine) Police Department said social media helps humanize the department and creates a positive public image by showing all the good things the agency is doing, such as citizens police academies, food drives, pet food collections, holiday events and more.

Engaging content should be consistently updated for the most effective platforms to create and keep a follower base. This can sometimes be difficult for agencies with few available hands or those less familiar with digital marketing. However, Hill and McAmbley noted the social game doesn’t have to be difficult, with a few simple tips and tricks almost anyone can employ.

Where the People Are

To set up for success, agencies should consider where their community spends their digital hours. For Bangor, that is Facebook, Instagram, Threads and X (formerly known as Twitter). Recently, the department added YouTube to the mix.

“It doesn’t matter the social media platform; claim your name,” said McAmbley, noting that even if an agency isn’t as active on a site, it can (and probably should) have a presence. Claiming a name also saves the agency’s name on that platform in case they want to explore its use in the future.

An additional consideration is where to post to what.

McAmbley noted that Facebook, Instagram, and Threads are often used for fun and entertaining posts. At the same time, X serves as an avenue to share serious content like press releases or statements.

Give Them What They Want

Hill, who noted his agency is on both Facebook and Instagram, said he utilizes Meta Business Suite (Meta’s integrated social media management site) to monitor analytics.

“I’m sure people appreciate the important information, such as violent crimes and drug seizures, but I think they really look forward to the humorous things we post,” said Hill. “I typically like to post something funny on Friday mornings. It’s usually been a long week for most people, and a smile or a laugh is a great way to end the work week.”

Tools of the Trade

To improve time management, social media managers in various departments often schedule posts to be published at a later date or time. This can be done on Facebook and Instagram using the Meta Business Suite. Posts on X can also be scheduled directly from the home screen. Alternatively, some managers prefer to use a dedicated social media management platform such as Hootsuite or Sprout Social.

Both Hill and McAmbley noted they pay attention to the most optimal times for posting—a feature integrated into Meta products. Hill said the best times to post for his agency are mornings and early evenings.

Hill said he tries to schedule posts a month in advance and makes changes as needed. McAmbley noted that to increase engagement, he has found that one should post four times a day on X, one time a day for Instagram and Threads, and as much or as little as needed on Facebook.

For those looking for assistance in creating videos or graphics, user-friendly programs like Adobe Rush, Canva, Clip Champ, Photo Room, Poster My Wall, etc. can help make editing or designing posts accessible. Additionally, many social platforms have built-in creative tools that can be explored.

Outside the Box

When attempting to maintain a posting schedule, maintaining creativity can be a chore—but sometimes, all that is required is thinking outside the box or beyond the last drug bust pic.

In fact, Bangor PD’s Facebook page became popular thanks to a bedraggled (but beloved) stuffed duck known as the Duck of Justice.

Bangor Maine PIO Jason McAmbley’s dog is often featured on the department’s social media pages. (Photo provided)

The taxidermied animal was rescued from the local district attorney’s office trash by former Bangor PIO Tim Cotton. When Cotton began posting to the agency’s Facebook page, which now has more than 334,000 followers, he would let the duck make appearances—sometimes with just its foot or beak, making it into a picture, according to an interview with The Nite Show Maine. Soon, the frozen-in-time fowl had a life and a following all its own, with tourists often stopping to snap a photo.

Animals and children are always good social media subjects, according to McAmbley, noting that his canine is now famous on his department’s Instagram. People like things that are spontaneous, funny and candid, he said.

Hill added that Georgetown often hosts various contests on its Facebook page. McAmbley said he wants to bring new officer interviews back to his agency’s profiles or start a podcast.

When creativity is running dry—ask for help, they said.

“Get your department involved,” said McAmbley. “There are creative people in your department whether you realize it or not. Some who you might not even see because they work overnight—they see some of the funniest stuff. Dig into your history and think of throwbacks. There’s some cool stuff and (talented) people out there, you just have to find them.