PS: How long ago did you start with the funny stuff on Facebook? Did it take you a little while to get there with the posts?
DS: No, not so much. In the middle of last year we saw the algorithm change on Facebook and that was kind of a big challenge for us, and a lot of other organisations, where organic reach was just plummeting. We were just trying to think of a way — like, how can we get our messages out there to the community? And then we noticed on Facebook, in our own communities, that people were tagging in memes and sharing memes. We thought, "Oh, this is interesting. Maybe we can tie into this humorous tone but still apply a policing message to it." And it's actually worked. It was pretty much designed from the start to increase the possibility of the audience that we had actually seeing our posts. We've been quite happy, our engagement level has gone through the roof and even in the last seven days we've gained about 20,000 followers and reached over 18 million people. And this is all purely organic. It's been working really well.
PS: Wow. We recently ran a story on some of your funniest posts and it went absolutely mental. The popularity is insane!
DS: It's been really good. I think a part of it as well is that a lot of people don't expect the police to be making memes and cracking jokes and being funny — and I think that's where a lot of the popularity has come from.
PS: This is such a good way to get the message across and show that you guys are real people behind the police identity.
DS: That's right. And the reality is, probably a lot of young people's interactions with the police, I would say, aren't ones that they want or that they're probably comfortable with. But I guess that this strategy kind of shows them that we are human and that we do like to have a laugh. It also probably helps them understand our role in the community a little bit more — why we do certain things, or why we push certain messaging.
PS: Yeah, you'd be appealing to so many young people now, right? And previously that wouldn't have been the case.
DS: No, that's right! And we've definitely seen that demographic of our page grow since the introduction of the strategy, for sure.