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Public preferences regarding police facebook posts: a macro-level analysis

ABSTRACT Police agencies have adopted social media quite widely, but researchers have paid relatively little attention to the phenomenon. To date few studies have explored public reaction to police use of social media. The current study uses a purposive sample with 7,116 police Facebook posts collected from 14 different police agencies during a one-year period to answer two principal research questions: (1) with respect to the number of likes, number of shares, or number of comments regarding different themes present in police Facebook posts, are there differences among police agencies corresponding to differences in the thematic content in their postings? and (2) What factors are related to the public reaction (i.e., likes, shares, comments) to a police Facebook post? The findings from ANOVA and negative binomial regression models clearly indicate that citizens do have definite preferences on police Facebook posts – they are more likely to like and make comments on posts of police personnel and police-public relations, but less likely to share posts of Social Networking Sites. Also, they are more prone to like posts with narratives and pictures, but less likely to favor posts containing hyperlinks. Policy implications and practice guidelines, study limitations, and future research are also discussed.