Social Media and The London Riots: 4 months on

We all watched the news as youngsters damaged and looted properties across London during the London riots and images of a city in chaos were broadcast to the World only a year before the Olympics are to be hosted in London.

The riots damaged the London tourist trade, retailers lost revenue, insurance premiums went up, areas of London were closed down, people and police officers were seriously injured but most notably police forces across the UK lost respect, confidence and credibility with the British public after the authorities failed to contain and control the looters over a three day period.

Many of the rioters were able to get together in flash mobs faster than the police were able to react to them by their use of social media tools like Blackberry Messenger, Twitter and Facebook. There have already been convictions for inciting violence for those initiating the messages and telling the rioters where to go and when.

A few of the police forces around the country successfully managed to use social media monitoring to track what was going on, but in terms of the benefits the police (and society) could get from active engagement in social media, it’s really only scratching the surface. Here are some steps that we at eSocialMedia feel the police could take to reduce the negative impact of social media on similar situations in the future.

 

1. Objective setting and feasibility analysis

 

It is important to be clear about what social media activities they want to prevent or curtail in the future and what the actual value is of doing so in terms of finance, resources and reputation. How much damage could be prevented and costs saved if the police were to invest in a social media strategy in the future. Without this first step, real and sustainable change is unlikely to follow.

2. Audience analysis

 

Once they clearly identify their objectives the police can start to understand their target audience using surveys, focus groups and social media monitoring and analysis. Understanding the audience’s drivers and behaviours is key in order to engage and influence them positively in the future. Social media monitoring tools can be used not only during the audience analysis process but by monitoring social media effectively and proactively it is possible to spot inflammatory conversations on social media and take action before they lead to criminal behaviour.

3. Content Strategy and Content Plan

 

Once you define your objectives and once you understand the drivers and online behaviours of your target audience you can then choose the best ways to engage your target audience. For example every time someone incites violence online the police could get a designated young person to share images of young people previously convicted for similar offences and the consequences and how it has adversely effected their life. This could also be followed up by a message from the police showing alternative ways for young people to express their discontent with a situation or even ways to get a job or apply for funding or an educational course etc There should also be a way for young people to air their views and express their discontent online and for them to me able to see that they are being listened to and that they are being responded to in a personal manner that they are used to. This kind of engagement strategy will enable individual police officers to directly engage with local communities personally, helping to change the perception of the Metropolitan Police as a faceless authority. 

4. Tools, Resources and Processes

 

Investing in the right tools and processes for listening and interacting will be very important. At the very least the police will require a set of online listening and monitoring tools as well as tools for housing and sharing relevant content like blogs, YouTube channels, Facebook pages, Twitter accounts etc. Having the resources to listen to and engage properly with people online supported by relevant and engaging content is critical to influencing behaviour.

5.Training and Education

 

This is the most impactful part of the process. Once you know who to talk to and what you want to say and how then it is important for the police to train a number of advocates and role models and staff members to listen, target and engage with their target audience online. Training role models and staff and educating the public and target audiences that the police and members of the community are listening will open the door for dialogue and make people feel like they are being listened to and that action is being taken even if the outcome is not always what they want.

 

Companies like BAE Systems allegedly help governments and companies to understand and deal with online attacks and their impact on economies, governments and multinationals. We have seen how important social media has been used in Egypt, Libya and London to incite crowds to take drastic action against the authorities or organisations but understanding how to listen, target and engage with these people is the most important lesson that authorities can learn at the moment to prevent or dilute these scenarios in the future. All these authorities need is a process and the right technology, content and training partners to take the most effective action.

 

If you would like to find out how your company could benefit from social media training to prevent any faux pas, then contact me by email: colm.hannon@esocialmedia.co.uk or tweet me @ColmHannon. I look forward to hearing from you.