Social Media Policy and Strategy

Submitted to the SUNY Buffalo State

University Police Department
Fall 2014
By
Kristiana Bochnakova
Dylan Payne
Raymond Pitts
Christina Preziuso
Mike Rakiecki
Dwayne Remolado

I. SITUATION The University Police Department, in an effort to communicate better with

the SUNY Buffalo State community, needs to utilize social media to improve its outreach and
visibility.

Key Public: SUNY Buffalo State students living on-campus

Benefit Statement:
The University Police Department can help bolster its image in the virtual world, and address
campus issues through social media.

Intended Outcomes: 1. To provide beneficial two-way communication between the University

Police Department and SUNY Buffalo State on-campus residents.
2. To improve the accessibility of the University Police Department through social media.
3. To improve the visibility of University Police Department (virtually) on campus through social
media.

II. BACKGROUND
Demographics of Key Public (Fall 2013):
10,665 students
9,338 undergraduate students 1,327 graduate students
1,220 full time faculty 615 part time faculty
34 police officers .27% of the population:12,534 total population

Demographics of the University Police Department: We spoke with University Police

Department to gather our data and reported the following demographics. 34 officers are currently
employed by University Police. This includes the chief, dispatchers, lieutenants, and
investigators. Majority of the University Police Department is Caucasian. Currently there are 30
males and 4 females employed. 32 employees are Caucasian and 2 employees are African
American.

Social Media Accounts Currently in Use by University Police Department:

The University Police Department currently uses a Facebook account handled by the College
Relations department.
Constraints: - Individual police officers are limited to what they are allowed to have for social
media.
- The University Police Department currently does not have a dedicated social media expert.
- The University Police Department does not have any other form of social media other than its
Facebook. *
III. Methodology (Qualitative)A total of N=451 respondents were collected through a paperand-pen questionnaire from large, lecture Intellectual Foundation requirement classes with more
than 50 students. Researchers asked for permission from the instructor of record to distribute the
survey. Researchers supervised the data collection. The sampling rate was 52%. The University
Police Department was consulted in late October 2014 and data was collected in November
2014.

IV. Results

A.

Hours a day of active social media use:

B.

Table of where they get their news about campus:

C.

Table of the social media accounts they use regularly

SOCIAL
MEDIA
ACCOUNTS

D.

Table of what they use the UPD:

USES OF
UPD

III. Methodology (Quantitative)

(Results measured by mean and standard deviation)
E.
On a five-point scale, with 1 meaning strongly disagree and 5 meaning Strongly agree
Students said they would follow UPD on Social Media
= 2.74 Avg.
= 1.36 Std. Deviation
F. On a five-point scale, with 1 meaning strongly disagree and 5 meaning Strongly agree
Students said they would feel comfortable talking to UPD
= 3.25 Avg.
= 1.26 Std. Deviation
G.
On a five-point scale, with 1 meaning strongly disagree and 5 meaning Strongly agree
Students said they feel safe on campus
= 3.35 Avg.

= 1.11 Std. Deviation

H. On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly agree
Students said they feel UPD exists to help keep us safe
= 3.50 Avg.
= 1.19 Std. Deviation
I.
On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly
agree
Students said they feel they are aware of UPD does
= 3.27 Avg.
= 1.24 Std. Deviation
J.
On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly
agree
Students said they feel UPD doesnt understand them
= 2.65 Avg.
= 1.27 Std. Deviation
K.
On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly
agree
Students said they they always see UPD on campus
= 3.27 Avg.
= 1.21 Std. Deviation
L.
On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly
agree
Students said, Social Media would help UPD be more visible (virtually) in campus = 3.12
Avg.
= 1.31 Std. Deviation
M. On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly agree
Students said they would like more UPD content on UPD Social Media on safety
= 3.49 Avg.
= 1.32 Std. Deviation
N. On a five-point scale, with 1 meaning strongly disagree and 5 meaning, Strongly agree
Students said they would like more UPD content on UPD Social Media on accessibility
= 3.18 Avg.
= 1.28 Std. Deviation
O.

On a five-point scale, with 1 meaning strongly disagree and 5 meaning, Strongly agree

Students said they would like more UPD content on UPD Social Media on parking
= 3.22 Avg.
= 1.35 Std. Deviation
P. On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly agree
Students said they would like more UPD content on UPD Social Media on emergency
information
= 3.61 Avg.
= 1.38 Std. Deviation
Q.
On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly
agree
Students said they would like more UPD content on UPD Social Media on Safety Escort
Program
= 3.37 Avg.
= 1.38 Std. Deviation
R.
On a five-point scale, with 1 meaning strongly disagree and 5 meaning, Strongly agree
Students said they would like more UPD content on Motorist Assistant Program
= 3.04 Avg.
= 1.29 Std. Deviation
S.
On a five-point scale, with 1 meaning strongly disagree and 5 meaning, Strongly
agree
Students said they would like more UPD content on UPD Social Media on General
Information (Directions, Help, Etc.)
= 3.36 Avg.
= 1.33 Std. Deviation
T. On a five-point scale, with 1 meaning strongly disagree and 5 meaning, Strongly agree
Students said they would like more UPD content on UPD Social Media on self-defense
= 3.22 Avg.
= 1.28 Std. Deviation
U.
On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly
agree
Students said they would like more UPD content on UPD Social Media on event security
= 3.17 Avg.
= 1.31 Std. Deviation

V. On a five-point scale, with 1 meaning, strongly disagree and 5 meaning, Strongly

agree
Students said they would like more UPD content on UPD Social Media on emergency
information
= 3.61 Avg.
= 1.38 Std. Deviation
W. On a five-point scale, with 1 meaning strongly disagree and 5 meaning, Strongly agree
Students said they would like more UPD content on UPD Social Media on event security
= 3.17 Avg.
= 1.31 Std. Deviation
X.
On a five-point scale, with 1 meaning strongly disagree and 5 meaning, Strongly agree
Students said they would like more UPD content on UPD Social Media on other (give
examples)
= 1.99 Avg.
= 1.30 Std. Deviation
Y.

Students generally access social media (Refer to Tables A., C)

V. Crisis Plan
We suggest that the University Police Department relate to the Critical Mass Theory, for such a
theory plays a large role in breaking, and building an organization's reputation. Today, many
police departments are facing scrutiny, especially from minority communities. Much of this is
due to the Critical Mass Theory, which states that if enough people adopt an innovation, then
more people will continue to adopt it until the innovation is self-sustaining.
Before building social media accounts, the University Police Department needs to first build
their audience. We could start by gaining Likes on Facebook and followers through Twitter.
The University Police Department should create and share stories that would attract audiences
throughout Buffalo States various media outlets. Solely on Facebook, campus clubs and
organizations could share our content to generate as much online presence possible. In order to
coincide with the Critical Mass Theory, University Police Department has to be consistent with
their social media outlets, which means generating factual posts at least 5 times a week. We also

suggest these posts are published between the hours of 1-6 pm (As proven in our research and
outside studies based on college relations). The social media personnel for the University Police
Department should also consider the structure of each post. We suggest that content should have
an average readability range while being informative, persuading and entertaining.

Our goal is to see a progression in the University Police Departments social media outlets by
attracting an internal audience and promoting consistent online activity and presence for news
and information.
While projecting a growth in online presence, the University Police Department will also be
responsible for how they manage activity, such as negative feedback or unrelated comments. We
suggest the University Police Department follows the do not delete rule in relation to handling
negative communication. We find it more responsible to reply with a neutral and ethical response
rather than not responding at all or deleting comments. By responding in this manner, the
University Police Department provides action online, which ensures awareness and control over
their social media outlets. By following the do not delete rule, the University Police
Department protects themselves in the event of any legal actions being used against the school or
themselves.

Recommendations :Based on survey and focus group data, it is best for the University Police
Department to utilize Twitter and Facebook. So far, these two platforms are the most widely used
and almost every person said they had at least one of these. As stated in the crisis plan, it is
important for the person in charge of the social media sites to be consistent and active.

Issues that some students brought up were that they were afraid of the University Police
Department searching through their profiles and finding illegal activities. Others were concerned
that the University Police Department would not respond in a timely manner when announcing
emergencies.

Implementation
When implementing social media, it is recommended that there be a designated person whose
job is it to manage the social media outlets. If resources allow it, two people can be employed to
tackle the task. These people should be around 18-30 years of age, for they have a higher chance
of being able to create catchy #hashtags as well as relating to the general campus. As mentioned
before, the initial stories posted should be to inspire and build a sense of community. Stories such
as the Ice Bucket challenge, are a great way to keep up with social trends and show that the
police are human.
Profile and cover pictures should show a sense of professionalism, dedication, but at the same
time should be relatable to the campus community. Consider using pictures taken with campus
organizations at events to show that the University Police Department is actively involved in the
SUNY Buffalo State student community. This will also help generate support as well as
favorable likes.