Attorney-General’s 12 September 2011 Department
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Attorney-General’s
12 September 2011Department
Kathy Phelan & Kanella GougousisSocial Media Education Groupwww.socialmediaeducationgroup.com
Welcome and introductions
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Presentation overview
Social Media – What is it?
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Australian Government Participation
• Over275onlineconsultationsinlasttwoyears• Over370agencyTwitteraccounts• Over70 agencyblogs• Over45 agenciesusingYouTube• Over50 Facebookpages• Atleastfivedatamash-upcompetitions• 99FederalpoliticiansonTwitterThomler, C 2011, ‘Developing an agency social media infrastructure’, 9 September, conference presentation.
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Online Safety and Education
Parentshaveanexpectationthatschoolswillteachonlinesafetybutteachers are ill-equipped.
Teachershaveanexpectationthatparentswillsuperviseandmanagechildren online.
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Q & A
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
“ Don’t forget to favourite our presentation if you enjoyed it ”
Social Media for Law Enforcement
Casestudies–Participation,Predictive,Investigative
TorontoPolicevideointroductionhttp://www.youtube.com/watch?v=_BOpNtE0Gu4
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Colorado Springs Police Department -Staff1,000andPopulation420,000
Twitter in 2009 -Communicatewithlocalmediaoutletstonotifyofincidents
Facebook in 2010- PoliceBlotterupdates-arrestsandcrimedatainareas- Photospostedandcommunityusedtoidentifycriminals - Submit an anonymous tip- Informationaboutstolencarspublished- PoliceChiefblogpostslinkedandfeatured- Pressconferences
Website updated in 2010 - Crime reports submitted online using narrator
Participation
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Benefits
• Onlinecrimereportingmoreefficientfortheserviceandconvenientforcommunity• Workflowsandaccuracysignificantlyimprovedwithonlinesubmissionsusing the narrator• Greatervisibilityandimprovedcommunityrelationships
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Toronto Police Service - Staff8,000andPopulation2.5million
Twitter in 2009 -Usedbyleadership,informmediaandeducatepublic
Facebook in 2010- Publicsafetyalerts- Poststoidentifycriminals- Linktothetippageonthewebsite- Promotecommunityevents- Facebookfeedsforkeyofficersandtheirprofessionalprofile- PoliceChiefblogpostslinkedandfeatured
Website updated in 2011- Onlinecrimereporting- Onlinebackgroundchecks- Communityinformation-traffic,crimeratesinneighbourhoods
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Benefits
• WebsiteredesignwithFacebook andTwitterfeedsintegratedand information architecturedevelopedtomeet community needs• Devolvedauthority–officersto usetoolsintheirdaytodaywork• Easiercommunityaccesstopolice• Increasedtouchpointsto communitiesforofficers• Leadershipusingtoolsto communicate more regularly to thepublicandworkforce
New York City – 90 Day Digital Plan
http://www.youtube.com/watch?v=t9JoG-5d04M
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Predictive
Case study: London riots6 - 10 August 2011
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
What triggered the riots?
•Deathofayoungpersonduringapoliceoperation
•Socioeconomicenvironment
•School holidays
•Social marginalisation
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Expertsbelieve-decentralised,spontaneousandleaderlessLooting concentrated on technology and clothing storeshttp://www.guardian.co.uk/news/datablog/interactive/2011/aug/09/uk-riots-incident-map#animation
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Socialmediaplayedaroleinshapingandformingpeople’sopinionsabout what was happening on the ground
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
TwitterandFacebookplayedarolebutmostofthecriminalactivitywasorganisedusingBlackberryMessenger
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
What is BBM?
• Itcanbeusedtoorganisediscreetgroups,one message can mobilise many in a
privateway• It’samessagingservicethatstaysopen
and people in the group can communicate with each other without people outside the group accessing what is being discussed
• Groupaccessisviapinnumberorbarcode
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
FacebookandTwitterareopenandidentifiabletooutsidersandsearch tools
Expertsbelieveparticipantsweredrivenbyaneedto:• belong• besignificant
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Manifestationsofthesetraitswereevidentinboththeriotersandtheclean up teams
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Predictive
Whatintelligencewouldhavehelpedofficersontheground?
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Analysing data for intelligence
ReactiveLessons from the London riots Trackingmentionsofkeywords,volume
http://www.guardian.co.uk/uk/interactive/2011/aug/24/riots-twitter-traffic-interactive
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Proactive
NYPD use Twitter to shutdown gang meet upMonitoringTwitter,onestepahead
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Why need to commit
Venice Beach flash mobLocalvigilanteusingfreeonlinesoftwarehttp://trendsmap.com/
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Investigative
CrowdsourcingColorado Springs Police Department & London riots
• IdentifyingcriminalsbyuploadingimagesandCCTVfootage• Gaintips• Policehavecontrol-previouslyreliantonnewsoutletstoreach the public
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Data mining
NYPD Social Media UnitColorado Springs Police Department & London riots
• NewYorkPoliceDepartmentminesocialmediasitestoidentify troublemakersannouncingplansorbragaboutcrimesonTwitter andFacebook
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Evidence collection
London riots
• Peopleposingwithlootedgoods,makeadmissionsonlineviatheir social media profiles
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Strategy and Methodology
TechnologyUserTypes–7profiles
Netreprenuer: Worksandmakesalivingintheonlinespace,likelytobeadeveloperorprogrammer,enjoysbuildingonlineinfrastructureasopposedtousing.Technicallyverycapable.
Early Adopter: Techsavvyandopenmindedtotryinginnovationsintheonlinespace.Willbeusingwebsitesandapplicationswellbeforethemainstream.Earlyadoptersarealsooftenthereviewersandcritics.
Connector:Enjoysalargenetworkoffriendsonline,sharescommunication,informationandcontentandislessinclinedtocreatecontent.Heavyuseofsocialnetworkingsitesandusuallyanextrovert.
Collaborator:Lookstousesocialmediatoworktogetherwithothers,generatecontentandoftenuseonlinetoolstoadvocateandeducate.
Scene Breaker: Uses the online space to promote personal artistic endeavours,organiseevents,stayaheadofthepackculturallyandkeeptrackofup-and-comingtalent.
Transumer:Researchpotentialpurchasesandprices,verycomfortablebuyingandsellinggoodsonline.Anebayaccountlikely,regularpurchaserofbooks,tickets,giftsandevenclothes.
Essentialist: Probablythelargestusertype,lesssavvytechnically,usetheonlinespaceforcommunicationwithfamilyandfriends,heavyuseofemail,mayhaveasocialnetworkingsitebutuselimited.
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
Q & A
www.socialmediaeducationgroup.com Attorney-General’s Department - 12 September 2011
www.socialmediaeducationgroup.comCall 1300 308 468
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