The Cost of Social Media

Recently the NYPD launched a Twitter campaign to post pictures of everyday people with police officers and officers of the NYPD in general. The goal of this campaign was to show a togetherness between the public and their police force. What happened was the opposite of what was hoped for. While many posts were of a positive nature, a number showed police violence, arrests, physicality, etc. This response was similar to the case we read earlier this year regarding Canada Jet. While the NYPD did this as a way to promote togetherness, you can’t control what people post on Twitter. Should they have seen this coming? Should they continue? They would like to, but this isn’t an airline we are talking about and the line that officers need to use on a daily basis may be grey. A picture taken in a given second and then a second later may reveal two totally different images and peoples responses to them. I believe the NYPD is playing with fire. Do you agree?


6 thoughts on “The Cost of Social Media

  1. I think part of the issue with the NYPD’s efforts here are that the message was not authentic – the call to post a picture with the NYPD didn’t resonate with users because there was no positive message attached to it. It is unclear what they were even trying to accomplish with this campaign as there is no connection with taking a picture with a member of the NYPD and more “togetherness” within the community. I definitely agree the NYPD is playing with fire and needs to take action to address the real concerns of the users who posted these pictures showing the brute force and misuse of power in day to day life.


  2. I believe that the NYPD should have known that this would have happened and that the negative posts would have gained momentum. Unfortunately, a great deal of people do not have respect for the police. The idea of police can be very polarizing and people often take a firm stance in their position. I am not surprised that people spoke out negatively about the police department. I am surprised that the police department did not know that this would happen given that they get a great deal of complaints from the public and the press.

  3. In my opinion, every coin has two sides, the social media will bring audience attention but will also create some problems. The main reason is that this social platform is a “free land” for both proponents and people who against it. The NYPD should forecast the outcome of both positive as well as negative voices. Just like the Canadian Airline case we did previously, the social media campaign should be carefully guided and well organised. The authority should not implement some sorts of activities without any preparations. I suppose it is a lesson that NYPD can surely learn from that and improve their service in the future.

  4. I think they should have definitely seen this coming. The police are involved in controversial news very frequently and by having a campaign like this they are creating a forum that can be taken advantage of by people who disagree with them. Perhaps they assumed that they could just ignore the negative responses but it seems rather shortsighted to think this would go off without a hitch. Their idea of creating a campaign for “togetherness” seems a little too broad and open to interpretation.

  5. I think most organization, especially government affiliated ones, need to deeply consider the risks versus the benefits in being involved in social media. I think the risks of negative press far outweigh the possible benefits of promoting the idea of togetherness and community between the police and NYC residents. Because the NYPD cannot control what is posted on social media, they should consider sticking to a blog or website.

  6. This idea sounds great in theory, and I think the NYPD wouldn’t have known to look for negative backlash unless they tried the campaign and witnessed said negative backlash firsthand. The photos (especially the one pictured here) seem eye-opening and if taken correctly, could give insight into police life. However, the NYPD would be smart to hire a social media expert who can handle the negative backlash, and figure out a way to deal with it.

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