City of Morgan Hill Communications Assessment

• Instagram Profile – 1,002 Followers; 58 posts to date; most-liked photo has 168 Likes • Twitter Profile – 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 https://www.spotcrime.com/ca/morgan+hill , which pulls data from a Socrata.com database at https://moto.data.socrata.com/dataset/Morganhill-Police-Department/s9ji-4jh6 . 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.

42