Being Human

In the age of digital interconnectedness, social media’s influence exceeds mere social networking; it has become a paramount tool for shaping public perception and discourse. For law enforcement agencies, navigating this digital landscape isn't just about connecting with communities or sharing updates—it’s about controlling their narrative in an era where public scrutiny and misinformation can spread like wildfire.

“We use social media for strategic communications for everything, whether that is related to enforcement, investigative, traffic, travel issues, public education, recruiting or for critical incidents—such as flooding or tornadoes,” said Kentucky State Police Information Office Supervisor Sherry Bray.

And while each use proves incredibly important for the agency, Bray’s favorite social media function is humanizing the badge.

One of the Crowd

Most people have heard the old media adage—if it bleeds, it leads. However, social media can be a power play that allows an agency to write its own narrative.

“We try to show the public that these (troopers and officers) are dads, moms, brothers and sisters,” said Bray. “We want them to see a different side, like when our troopers are coaching a local soccer team or participating in the Special Olympics—there are so many things that our troopers do for projects and programs that people never see.”

People love seeing law enforcement professionals in a positive light. Bray noted one viral KSP post of a trooper feeding and petting a miniature pony. Within an hour, Bray said the post had almost 2,000 views. Best of all, the post wasn’t planned or staged. In fact, it was taken by the pony’s owner and not a member of KSP’s staff.

Bray said she tells her public affairs officers to be active on social media, push out important information and remember to share special stories that happen at their posts across the state.

“I think if we can show the public that our troopers and officers are normal people, good people, and just like us, that will change their opinion when they meet them, are pulled over on the side of the road or when they interact with them during a domestic,” Bray explained.

Out-of-the-Box Bridges

During a time when connection was difficult for everyone, KSP used social media as an unconventional way to build and maintain connections with Kentucky kids by hosting a virtual Trooper Island Camp when the COVID-19 pandemic prohibited in-person gatherings.

“We used our counselors and some of the troopers' kids, and each day, we did a segment where children at home could follow along,” said Bray. There was always an interactive activity for those participating from the other side of the net, and photo submissions from homebound campers were encouraged, she added.

Reeling It In

As with all open forums, sometimes the feedback is fantastic, and sometimes the conversations are less than flattering. While some agencies choose to monitor their social media walls, limit comments or require approval, Bray said KSP lets citizens comment freely.

“We feel it’s more transparent,” she explained. “Our followers know they can come and post what they want about something we have done or posted. If it’s not graphic, we will leave it up there. They have the right to voice their opinion.”

Instead of feeling pessimistic about negative comments, Bray said KSP views each incident as an opportunity to reach out to individuals directly. Public affairs officers often contact a commenter, asking them to call the trooper and have an educational conversation. While the conversation might end with both parties agreeing to disagree, Bray said citizens often appreciate that someone took the time to speak with them.

Another thing people appreciate is engagement—yes, the road runs both ways. Bray said she encourages her staff to take a little time to like or react to comments on their social media feeds. Those who feel seen are likelier to comment on or share future agency posts.

Best Practices

Having helped establish KSP’s social media presence in 2008, Bray said one of the first things she suggests an agency do is create a social media policy.

“If you don’t have one, go to the International Association of Chiefs of Police website and download their model policy,” she said. “You absolutely have to have a policy in place.”

Additionally, Bray said safeguards should be implemented, such as training whoever is responsible for an agency’s social media. In addition to training, the KSP information office supervisor noted that new public affairs officers are instructed on policy, protocol, pitfalls, legal issues, and misinterpretation. New hires are also shown apps that can be used to create engaging posts, photo editing and hashtag use.

To establish an agency as a trusted online source, Bray suggests providing links to resources for additional information or state statutes.

Getting creative might sometimes feel difficult, especially when reach can be tied to the frequency of one’s posting schedule. However, Bray said two things never fail to get views: cars and dogs.

“I’ll stand by that any day of the week,” she laughingly said.

Other suggestions included Facebook wall trivia, historical throwbacks, and attending other organizations’ events and tagging them in shared photos.

Finally, while it’s great to schedule posts in advance, Bray said to be aware of what is happening in not only one’s city or state but also the world.

“You may have a fun post scheduled, and unbeknownst to you, there could have been a mass (critical) incident in another state,” Bray said. “You don’t want to have a happy-go-lucky post go up while the commonwealth or the country is hurting. Be aware if things are trending—look at your social media so you can make sure that nothing is ever misinterpreted.”