As #myNYPD continues to trend on Twitter, the NYPD is gathering valuable community feedback. As of today, the public relations campaign to use Twitter as an open forum for an uncensored exchange has now reached television audiences across the nation. As of Noon EST 4/23/2014, the New York Police Department has been mentioned almost 200 times in conjunction with Twitter across TV in the past 24 hours.
Since the initial 2 PM EST tweet by the NYPD, #myNYPD has been tweeted more than 100,000 times.
The first mention on TV was from Al Jazeera America at 6:59 PM on April 22, 2014.
The news trend started yesterday afternoon when the NYPD launched a new public relations campaign to communicate with the community. The contest rules, shown below, requested photos featuring members of the police department that would then be posted on the NYPD Facebook page.
Many critics took to the hashtag to tweet photos of police brutality, protests surrounding “Stop and Frisk” and other divisive department policies.
For the department, there are a number of media intelligence tools to analyze this social data. For instance, SnapTrends, a location-based social grid intelligence software, enables police departments, such as the NYPD, to zero in on relevant social media posts in a specific geography. The department can then use this data to identify negative social trends within the city.
For broadcast intelligence, honing in on the total number of mentions within a DMA, or designated market area such as New York City, could help the department identify which stations, anchors and reporters are covering this story, who they are interviewing and what, if any, editorial slant is apparent. News outlets skewing negative in their coverage could present an opportunity for the new NYPD brass to interact in hopes of sharing policing and communications goals.
The department’s Facebook page, with more than 200,000 likes, usually features posts that feature members of the NYPD or pictures of community events attended by the department.
The official release from the department surrounding the spike in negative publicity:
“The NYPD is creating new ways to communicate effectively with the community. Twitter provides an open forum for an uncensored exchange and this is an open dialogue good for our city.” – Kim Y. Royster, Deputy Chief, NYPD