IR-01-23-23373
3 August 2023
Thomas A
fyi-request-23599-688f6b85@req uests.fyi .org. nz
Tena koe Thomas
Request for information
Thank you for your Official Information Act 1982 {OIA) request of 26 July 2023, in which
you requested:
I would like to request a copy of the Police Social Media Strategy.
Please find attached our current Social Media Strategy.
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Social Media
Strategy 2020
Why we’re on Social Media
To increase the public’s trust and confidence in NZ Police.
To assist in preventing and solving crime.
To put a human face to policing.
To deliver engaging and ‘on-brand’ content that reflects our core values.
To support our recruitment needs.
To support all aspects of ‘Our Business’.
Our target audience is
all New Zealanders
Our social media model
To ensure a consistent, manageable, and professional online presence, the Police social media model is limited to one Facebook
and Instagram page per district. We have a National presence on Facebook, Instagram, Linkedin, Twitter and YouTube.
What we do
Our social media strategy is based around publishing engaging content that relates
Keep all accounts free of profanities,
to the following content pillars. Content should achieve an appropriate balance of
hate speech, and defamatory content.
the content pillars, and often relates to more than one.
Respond to all private messages
Prevention
– road policing, family harm, mental health, burglary, cyber scams
within 24 hours.
etc.
Assist with achieving our strategic
Operational – drug seizures, wanted/missing persons, CCTV footage, road
operational goals.
closures, district/national operations etc.
Community engagement – good news stories, funny/light-hearted content.
How we do it
1. Create highly creative and engaging
2. Daily monitoring of all posts to
4. Respond and update on unfolding
content that:
ensure questions are replied to and
policing events/operations.
Makes people laugh.
moderated where necessary.
5. Follow what’s trending on social media
Provides a behind the scenes look at
3. Actively engage with our followers
and respond accordingly.
policing.
through light-hearted conversations.
Tugs at the heartstrings.
Updated 2 December 2020
Our platforms
NZ Police engage with our social media communities via the following platforms:
Facebook
Twitter
YouTube
Used for operational, prevention,
Used for crisis communications,
Used for publishing and
recruitment and community
media releases, and operations
promoting police video content.
engagement.
updates.
Instagram
LinkedIn
Used for community engagement,
Used for good news stories and
recruitment and prevention.
community engagement.
Our tone
Our voice can be compared to the ‘good mate’. Someone who is caring, respected, and
trusted but also has a sense of humour and enjoys a bit of banter.
We are open, honest, helpful and human.
Role of Media & Communications (PNHQ)
Responsible for the national social
Provide guidance, insights, training,
Make strategic decisions as to what
media strategy, policy and community
and advice for districts.
platforms suit our needs.
guidelines.
Lead national campaigns and any
Support districts with following the
Daily management of the national
major operations.
strategy, policy and brand guidelines.
social media accounts.
Role of the districts
Produce content that reflects policing
Monitoring comments and responding
Appropriate use of NZ Police brand –
in the district (local images/stories).
to private messages within 24 hours.
it is a district page, but NZ Police is the
Daily management of the district page.
brand.
Social media contacts
Jess Bovey
Phillipa Oldham
Paul Halford
Senior Social Media Advisor
Marketing/Social Media Advisor
Marketing & Brand Manager
[email address]
[email address]
[email address]
021 191 7513
021 193 1889
021 191 2095
Updated 2 December 2020
Document Outline
