Morgan Hill Comms. Assessment-v3

42 / 83

42
• – 1,002 Followers; 58 posts to date; most-liked photo has 168 Likes
• – 4,740 Followers; top-performing Tweets have 7,000+ Impressions and
double-digit Engagement Rates
Detective Greg Dini, Officer Kathleen Price and Officer Chris Woodrow co-manage the
Department’s social media sites on a 24/7 basis thanks to different shifts. All three have
received formal social media training for law enforcement. Each has Admin access to the
Department’s social media sites and can manage/monitor social media activity from their
mobile devices. The Department has autonomy with the tone and content of its updates, often
working humor and personality into their posts. There is currently no formal Social Media
Policy or Social Media Strategy that outlines details such as internal management logistics,
comment moderation guidelines, or which metrics to measure.
The social media teammakes an effort to post as many images and videos as possible, which is
an industry best practice. The Department’s Facebook Posts, in particular, tend to generate a
large amount of Reach and Engagement, thanks to high Reaction, Comment and Share counts
on Posts. To date, the highest-performing Post—a March 20, 2016 Post about a successful
felony car stop—received 78,200 Impressions and 18,600 Post Clicks, Reactions, Comments
and Shares. At the time, the 78,200 Impressions was nearly 12 times the number of total Page
Fans. All Reach and Engagement across the Department’s social media sites has been Organic;
the Department has not experimented yet with Boosting Facebook Posts, Promoting Tweets
or running any other social media ads.
Detective Dini is the main liaison for the City’s Neighborhood Watch program. The program
has a Public Facebook Group with 2,350 members, which Detective Dini actively monitors.
There is also a publicly viewable, comprehensive Crime Map at
which pulls data from a database at
The Police Department publishes its own Quarterly Newsletter via a separate Constant
Contact account from the one the City uses. As of this writing, there are approximately 1,900
subscribers for that Newsletter. There have not been any significant conversations about
combining Constant Contact accounts and contact databases with the City.
Last, but not least, the Department manages a Nixle account, which allows Police to issue
alerts directly to subscribers via text and email. The Police Department is currently the only
Morgan Hill agency using Nixle. There are 1,059 total unique people/businesses in the Nixle
contact database: 901 mobile (text/SMS) subscriptions and 527 email subscriptions. The
database was originally seeded with 100 contacts; there have been 959 new sign-ups since. In
the past 12 months (November 2015 – November 16), the Department issued 34 Nixle alerts.
The Police Department did not seed the database with landlines of residents.
Special Operations Sergeants Thomas and Ramos oversee the Nixle account and the alert
creation/publishing process:
1. A Special Ops Sgt. will advise when a Nixle alert is needed. There is no formal policy
that dictates what qualifies as a Nixle alert—the use of Nixle is more based on the needs
of the community.
2. A Special Ops Sgt. and Social Media Officer (Detective Dini) will collaborate on the
messaging for the alert.