NYPD Twitter campaign backfires, thousands of negative tweets
(Reuters) – A New York Police Department campaign to burnish its image via social media instead produced a flood of pictures of apparent police brutality and tweets critical of the force being shared at a rate of thousands an hour.
Police Commissioner Bill Bratton said on Wednesday he would continue and expand the NYPD Twitter campaign a day after it backfired, triggering an outpouring of negative images including police violence at New York’s Occupy Wall Street demonstrations, an NYPD officer pointing a gun at a dog, and an officer asleep in a subway car.
“The reality of policing is that oftentimes our actions are lawful, but they look awful,” Bratton told a news briefing at New York City Hall.
“Most of those photos that I looked at are old news,” said Bratton, appointed by Mayor Bill de Blasio to take over from Ray Kelly, who served for 12 years under de Blasio’s predecessor, Michael Bloomberg.
The New York Police Department’s attempt at using social media to connect with constituents on Tuesday went…well, let’s say awry.
An initial tweet asked people to post photos of themselves with police officers along with the hashtag #myNYPD. Obviously this went poorly, because obviously it was going to go poorly, because these things can really only go poorly (we’ll get back to that in a moment). In response, people sent in lots and lots and lots and lots and lots and lots and lots and lots and lots and lots and lots of photos of New York police officers doing violent things to people. (Like the photo at the top of this post. It’s almost two years old, but thanks to the #myNYPD hashtag, it has been everywhere over the last 24 hours.)
William J. Bratton, the police commissioner, said he isn’t too bothered by the reaction:
“I kind of welcome the attention,” Bratton said Wednesday as the negative tweets kept coming nearly 24 hours after cops invited the cyber-submissions….
“Most of the pictures I looked at, they’re old news,” Bratton said, tossing previous NYPD administrations under the patrol car. “They’ve been out there for a long time.”