NYPD Twitter Outreach Backfires

Practitioner: 

Date: 

Apr 22 2014

Location: 

New York City

A call for users to post photos with officers and the hashtag #myNYPD is met with images of police brutality after Occupy Wall Street mocks the request.

In a tweet on Tuesday, Apr.22th, the New York City Police Department asked people, on Twitter, to share photographs of themselves with members of the force. The tweet offered an example: two officers, a man and a woman, each with an arm around a smiling man, who was wearing a knit cap embroidered with the department’s shield. “Tweet us & tag it #myNYPD,” the department wrote. “It may be featured on our Facebook.”

But after Occupy Wall Street tweeted a photo of cops fighting protesters, captioned “changing hearts and minds one baton at a time,” the police-friendly posts were soon swamped by a barrage of negative imagery.

But a New York police spokeswoman defended the campaign despite the backlash."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," said Deputy Chief Kim Y. Royster.

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