California Police Chief- Fall 2013 CPCA_2019_Spring Magazine- FINAL | Page 28

THE CASE FOR LAW ENFORCEMENT
LEADERS TO BE PRESENT ONLINE
Best Practices For Chiefs and Executive Managers With Social Media Profiles
By Captain Chris Hsiung, Mountain View PD
The majority of police departments in the United States now have some sort of presence on
platforms like Facebook, Twitter, or Nextdoor; and that’s a good thing. When used correctly
and effectively, departments big and small can successfully manage critical incidents by
posting timely information and dispelling rumors. They can also build a narrative that negates
national assumptions around why we elect to go into a profession that’s sole mission is to
protect and serve.
The rise of law enforcement agencies on social media
has also brought about many command staff and chiefs
who have created their own professionally affiliated social
media accounts. This is a positive shift for our industry as
it fosters communication and engagement with the public
on a more personal level and allows people to get to know
the faces behind the badge. Even more important, being
present on social media as a law enforcement leader allows
you to consistently message the values that serve as a
foundation to your leadership brand and style. Now, more
than ever, our communities and our country need to hear
the messaging and talking points you already deliver at
community events, academy graduations, and internally
to your staff; only now, with social media you’re able to
magnify this message to a broader community of residents
and businesses you serve (who are already effectively using
social platforms). Our collective absence on social media
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as law enforcement leaders has allowed the narrative to be
told by others. This has to change.
We all understand the importance of effectively telling
our stories to change inaccurate perceptions about policing.
Having law enforcement leaders present and willing to
engage on social media help towards that goal. It’s my
belief that now, more than ever, law enforcement leaders
need to be seen and heard online, in addition to everything
we do in person in the community.
So how do we do this right? Some have “official”
social media accounts bearing profile photos in uniform,
while others have “non-professional” accounts with profile
biographies that say something similar to, “tweets and
opinions are my own and don’t reflect my agency…” Those
with professional accounts know—or should know—to
stay away from posting about certain topics like politics,
personal opinions, or religion. Those with non-professional