In our interviews and in previous work, we did not find a single LEA that chose to adopt social media and later considered that a bad decision. Instead, we find that organizations that initially only used social media for a particular event or only for a special purpose, later kept using it and adopted in broader ways than originally planned (the German Frankfurt police e.g.only used Facebook temporarily but now runs a permanent Facebook presence at https://www.facebook.com/PolizeiFrankfurt).
The Police Service of Northern Ireland (PSNI) introduced social media around 2011 in a bid to engage more meaningfully with the community they serve. PSNI ran a pilot scheme with Facebook pages in a number of areas before rolling out Facebook and Twitter to all Districts in Northern Ireland. There are currently 32 PSNI Facebook accounts and 35 PSNI Twitter accounts. As PSNI’s social media use has developed they have also introduced a corporate Instagram account and a corporate Youtube account. Engagement over the social media channels has grown steadily and PSNI currently have a social media following of 612,805 people in a population of 1.8 million.