Ambiguity and limited dialogue on police social media
Today, the police use social media platforms such as Instagram to share information and reach local communities. However, despite their strong digital presence, the purpose is often unclear, and it remains uncertain how this communication affects citizens’ sense of safety. A new doctoral thesis shows that social media holds considerable potential, but that current practices are characterised by limited dialogue, unclear strategies and ad hoc solutions.
The thesis, written by Jens Alvén Sjöberg at the School of Education and Communication at Jönköping University, examines how the police use social media, including as a means of promoting public safety. The findings show that platforms such as Instagram are often used more as a tool for promoting the authority than as a channel for dialogue and safety-oriented communication.
The police themselves highlight social media as a way of increasing everyday visibility. At the same time, opportunities for commenting are limited, and communication rarely takes the form of dialogue.
“There are still many uncertainties surrounding why the police are so active on social media. At the same time, a digital presence can contribute to increased safety and trust when used appropriately - for example, through dialogue aimed at building relationships with the local community,” says Jens Alvén Sjöberg.
Unclear frameworks lead to fragmented practices
The thesis shows that the absence of strategies and clear guidelines makes the work difficult both for the police and for the public. Police officers working with social media describe the assignment as unclear and often dependent on committed individuals driving the issue forward, resulting in an ad hoc approach.
Public opinion is also divided: many appreciate the information being shared, while others question whether social media should be a priority for the police. Moderation and limited resources further mean that dialogue is often absent, which in turn may contribute to a sense of distance between the authority and citizens.
“The police’s social media is used more as a news channel aimed at influencing the public, which may create tension between the police and the public regarding the authority’s responsibilities, its use of social media, and perceptions of safety,” says Jens.
The future of the police’s digital presence
Despite these challenges, Jens Alvén Sjöberg believes there is significant potential to develop the police’s use of social media. A more strategic, communicative and long-term approach could both strengthen public trust and give citizens a better understanding of police work. By building on successful examples and avoiding past mistakes, the police could strengthen their online presence and contribute more effectively to public safety.
“There are still many uncertainties about why the police are so active on social media. However, when the authority uses social media with an educational purpose — such as traffic information or drug prevention — it can help change attitudes and, in the long term, also increase feelings of safety,” he says.
The studies demonstrate how the police, as well as other public authorities, can improve their social media communication through greater openness and by inviting dialogue. In this way, authorities and citizens together can contribute to creating a sense of safety.
“The most rewarding part has been seeing how police officers themselves think about communicating with the public. Social media can facilitate their work in creating visibility and trust,” says Jens.
The thesis consists of four interconnected studies and examines the Swedish Police Authority’s social media communication from several perspectives.
