Quantifying social media influence is a very difficult task, one that many large organizations are struggling with.
How do we know if it is working? Many try to answer that question by counting number of “likes” on Facebook, or “followers” on Twitter. Before you start counting numbers – we suggest taking a step back and asking yourselves, have you defined what “it” is?
Police Departments have very specific goals, ones that can be broken down and measured. How many people attended the last community council meeting? Are we attracting a higher number of college educated recruits? Is crime reporting going up or down in a certain precinct?
You social media goals should be measured against your day to day goals. Instead of racing to reach a target number of Facebook friends, which may be less meaningful than you think, as yourself what the beat cops are trying to achieve and see how you can reinforce that with your social media strategy.
Want to increase crime reporting among illegal immigrants in a certain community? Set a goal to be followed or Amplified by the local language community paper.
DUIs are up among teens? Set a goal to get engage with more teenagers or their influencers online.
Remember – you shouldn’t have a social media presence just to have one. Twitter, Facebook, YouTube or whatever your poison should all compliment the daily activity of your cops.