Working with communities on social media Varieties in the use of Facebook and Twitter by local police

Purpose - American police departments are beginning to implement social media as a strategy to engage the surrounding communities through various methods, including Facebook and Twitter. The purpose of this paper is to examine the varieties in the use of Facebook and Twitter by local police departments. Design/methodology/approach - This study collected all data between October 1, 2013 and March 31, 2014 from Facebook and Twitter accounts of seven city police departments in the Hampton Roads area of Virginia. These agencies resemble many police departments in the USA, and in total serve a diverse population of approximately 1,435,000. Content analysis and statistical tests are conducted. Findings - Results show that specific types of posts are more engaging for the community. Facebook and Twitter interactions vary depending upon the type of posts, demonstrating that citizens are using Facebook and Twitter to interact in different ways. Research limitations/implications - The findings presented here give police agencies' insight on how to appropriately adjust their use of social media to fulfill the needs of the citizens and optimize interactions with the community. Originality/value - This is the first study to systematically examine and analyze the varieties in the use of social media by traditional American local police departments and their interactions with citizens.