Sgt. Tim Burrows realized that he had a problem. It was 2008, and the 18-year veteran of Toronto Police Service had started in the newly created position of traffic communications officer. His mandate was to raise public awareness of Toronto’s traffic challenges and provide safety information in an effort to reduce accidents and fatalities on the roads.
“I had no formal media training, so I didn’t really understand how to get our messaging out beyond speaking to reporters, holding press conferences and issuing press releases,” he says. “I thought things were working well.”
But they weren’t. Burrows had an epiphany one day when he spoke to the media about a serious road accident.
“There was a really horrific crash that involved alcohol, an unfit vehicle and occupants not using seat belts,” he says. “It seemed the perfect opportunity to speak about prevention and safety—so I did.”
But when Burrows scanned the television, radio and print news the next day, nothing he had said about how the accident could have been prevented was included. Burrows realized that what he was saying—however important—wasn’t considered news.
“I realized that we didn’t have a problem with our messages; we had a problem with getting those messages out to the right audience. I had been going through, and relying on, the media to reach the public. I needed to find other ways to fulfill my mandate.”
A new voice
A colleague was already using Facebook and YouTube for the Crime Stoppers program with considerable success. So Burrows, a self-confessed “technology geek,” decided to give social media a try.
Through the @TrafficServices Twitter account, launched in January 2009, he provided regular traffic updates, safety information and other information pertaining to Toronto’s roads. @TrafficServices now has nearly 10,000 followers. “That was the key,” Burrows explains. “Twitter provided direct access to the public without filters or editing.” With his superintendent’s blessing, he then started a Traffic Services Facebook account, blog and YouTube channel.
In late 2010, Burrows was assigned to a team to create a social media initiative for the entire force. “My staff superintendent saw the uses for a service-wide social media program,” he says. “However, there was some resistance from other senior officers. They had justifiable concerns about people communicating messages on behalf of the force without any controls around that messaging.”
It was agreed that policies, procedures and training had to be put in place before the rank and file could begin on-the-job tweeting and posting. “We needed to let our people know that, yes, they [could] use social media to reach the public—but they had to do it right. They would be authorized, trained and mentored.”
Starting the conversation
The social media initiative began with a working group consisting of two full-time members: Burrows, as manager of the social media program, and Det. Const. Warren Balmer, an expert on the investigative uses of social media and the internet. The group also included 13 part-time members representing a cross-section of Toronto Police Service. The working group hired LAwS Communications, an international consulting firm specializing in law enforcement’s use of social media, to help lead the creation of a workable program. Toronto Police Service held focus groups, identified key areas and personnel, looked at security risks and established a governance protocol.
One of the first challenges was IT. “We have a very sensitive infrastructure,” explains Burrows. “It holds a lot of data on a lot of people, and we have to protect that data. Fortunately, we have a great IT department, and it was pretty fast. [The department] tested the infrastructure, all of our equipment and the tools we planned to use to ensure complete security.”
The working group then laid the foundations of a training curriculum. Senior officers, front-line supervisors, communications, traffic, community response and crime prevention would be the first participants in the social media program. The Service’s employment unit was also deemed a priority, because it needed another recruitment tool.
“The public was hearing that there was a hiring freeze for new police officers in Toronto. That was true, but we still needed court officers, parking officers, communication operators and civilian support staff,” notes Burrows. Toronto Police Service used social media to get the message out, as well as the fact that it would be hiring police officer applicants again at a later time.
With the security issues resolved, policies in place and priorities established, the first three-day training course took place in July 2011. The course has continued to evolve, and the first day now discusses expectations, how and why the program was created, and rules around social media usage. Participants also get a basic introduction to the tools they’ll be using. On the second and third days, they create Twitter and Facebook accounts. Users are equipped with BlackBerrys so they can communicate whenever they want, from wherever they’re working.
Officers are encouraged to communicate information that citizens can use and to which they can relate. “For example, a traffic officer could post a video of what a crash actually looks like and say that someone who is texting while driving is 23 times more likely to be involved in a collision,” explains Burrows. “We don’t want to say, ‘Do up your seat belt. It can save your life,’ because everyone knows that. We want to say, ‘Do up your seat belt because it will save you a $220 fine, and that will affect your insurance rates,’ so people understand the other factors that may be important to them.”
Traffic officers can also talk about their roles, communicate with safety organizations, share information with colleagues in other divisions and other cities, and post sudden road closures due to accidents.
“Our officers are really enjoying it,” Burrows affirms. “They’re forming many new professional relationships and can see immediate benefits. It’s taken policing to a whole new level.”
Getting the word out
Burrows has plenty of ideas on how social media can enhance communications. For one, he’d like to see live video streaming of all press conferences to reach the less-mainstream media that have no staff or time to attend. “However, our infrastructure is not there yet. We’ve tried it many times, but it’s not the quality we want to put out there.” For now, Burrows and the team make do with videotaping press conferences and posting them on YouTube.
Toronto Police Service is also studying how social media can be used for internal communications. “Social media is just one part of a much bigger program,” Burrows explains. “We’re looking at being less regimented, encouraging more collaboration and input, and breaking down silos. We feel that if we’re not constantly looking at getting better, then we’re looking at getting worse.”
Moira Potter is a freelance writer based in Toronto. mopotter@rogers.com
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