Understanding How To Communicate In Crisis Situations And Why It Needs To Be
A Part Of Your Strategy
Social Media For Security
Lauri Stevens & Scott Mills
Case StudiesToronto, ON
Toronto PoliceG20 Social Media Plan
More on Toronto#g20SM attack Other
What Is TPS “Corp Comm” Official statements from Toronto Police Service Processes all traditional media requests for TPS 3 Media Relations Officers (Sworn Police Officers) 1 Social Media Officer (Sworn Officer since April/2010) 1 Issues Management (Civilian) 1 Communications Coordinator (Civilian) 1 Director of Communications (Civilian) 1 Writer/Photographer (Civilian) 3 Admin/Support Staff (Civilian Clerks)
The People of TPS Corp Comm Director Mark Pugash Issues Management Meaghan Gray Communications Coordinator George Christopolous MRO Cst Wendy Drummond MRO Cst Tony Vella MRO Cst Isabelle Cotton Writer/Photog Kevin Masterman Admin/Writer Ron Fanfair Clerks: Alma Benemerito / Henny Salcedo Webmaster: Pedja Ljubomirovic
Evolution ofPolice Social Media for G20
Cst George Tucker of the Toronto G20 Preparation Team wanted to use social media to alert the public to disruptions in advance of the G20
Toronto Deputy Chief Peter Sloly @DeputySloly wished social media strategy to be adapted by Toronto Police Service on a sustainable basis
Toronto Crime Stoppers were using social media since 2007 to engage public to submit anonymous tips to prevent/solve crime
Sgt Tim Burrows @TrafficServices was using social media to update public on traffic in Toronto
Faces of Toronto Police Social Media During G20
The Night Shift (6pm-6am) Cst Scott Mills@TorontoPolice
The Day Shift Sgt Tim Burrows @TrafficServices
Integrated Security Unit (ISU)Led By RCMP (Lead)
www.Twitter.com/G8G20ISUca
www.Facebook.com/G8G20ISUca
Marco Battilana (Civilian)
Experience at 2010 Olympics social media
Based out of Barrie
Updates throughout event
Pre- Event Press ConferencesPosted to TPS Social Media
Social Media was prepared and kept adding to it
Posted to www.TorontoPolice.on.ca by Corp Comm team
Informed public what to expect during G20 weekend
www.Youtube.com/TorontoPolice
www.Facebook.com/TorontoPolice
www.Twitter.com/TorontoPolice
During Event-Social Media Updates Drove Traditional Media
At one point when police cars were on fire tweet “Toronto Police are coordinating a response” was read by newscaster on CP24 news 30 seconds after it was tweeted onto @TorontoPolice twitter account
During Event 2 Way DialogueHelpful to Citizens
Many questions asked and answered
Questions answered in public view on Twitter and Facebook created transparency and informed public
Some protesters were very critical - tried to answer questions as best we could
Challenges
Had enough staff asssigned to traditional media
Needed more training of media officers on social media and have more of them updating to a central feed or hash tag
One officer assigned not enough due to overwhelming volume
When major protests were happening public started sending video evidence via social media and e-mail
E-Mail address getting official feed from ISU jammed and it contained evidence that had to be captured to unjam capacity of e-mail inbox
Sunday Night Protest In RainQueen and Spadina
Was busy emptying ‘inbox’ and couldn’t do 2 things at once
Followers got really upset and started to unfollow
Sentiment was that things were now going bad for policepolice were stopping social media updates
Was not the case
Reached out for help but it all happened fast
Complaints Against Police
Info on how to report complaints about police posted
Toronto Police Twitter and Facebook
www.OIPRD.com
Special Investigations Unit are in charge of many cases
Social Media is new - not all agencies have adapted policy
@Ont_Ombudsman use of social media is excellent and example for all to use in government
Post Event Relationships+Technology Social Media allowed the officer to explain the challenges
Nothing replaces good relations of trust before and after an event
Criticisms delivered directly to the decision makers
Highly critical credible media source @Spaiken
Tweets delivered to Chief Blair
@Spaiken told Chief he couldn’t believe that the Chief had read them
Good relationships led to an in depth interview on The Agenda between Steve Paiken and Chief Blair
Strategy For Crisis Comms Use Twitter, Facebook, Youtube, Blogs + emerging social media Adequately train and staff social media Take control of virtual scene by creating hash tags Contribute to virtual scene by tweeting in to existing hash tags Work well with community partners @PrideTO @TDSB_Official #g20 hash tag #ctgun #54gun #14gun Drive traditional media using social media Take a TEAM approach Link twitter to Facebook and Facebook to Twitter 24/7 coverage
Toronto Police Social MediaPolicy And Governance
Purpose - Process - Payoff
Lauri Stevens @LawsComm is networked with law enforcement internationally
Strength of LawsCommunications is background in media, education - civilian perspective from the outside looking in that will foster BEST PRACTICES and IMPROVED COMMUNITY SAFETY
Social Media Project Plan For Toronto Police Service
Social Media Strategy
It’s not about the Wild, Wild West
It IS about GovernanceStrategyPoliciesProactive management of every situation
Social Media Strategy
Implementing SMILE (SMIG) with governance
C.O.P.P.S. Social Media Method•Citizens (Who)•Objectives (What)•Plan (Where and How)•Policy (How and Why)•Schedule (When)
Controlling the virtual scene
Toronto Police Service / Laws Communications
Lauri Stevens, 978.764.9887 @lawscomm www.ConnectedCOPS.net
www.TheSMILEConference.comLinkedIn.com/in/lauristevens
Facebook.com/TheSMILEConferenceFacebook.com/lawscomm
Social Media For Security
Scott Mills, 647-449-2801 @GraffitiBMXCop www.TorontoPolice.on.ca
www.InternetViolencePrevention.com www.NoToGangs.org
www.Facebook.com/ScotMills www.Facebook.com/ScotMills2
www.Youtube.com/LegalGraffitiArt
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