The NYPD have instigated a social media campaign that was doomed from the beginning. The #MyNYPD hashtag, meant to catalyse a stream of pictures of the police helping the community, has rapidly turned into images of the NYPD beating citizens up with batons.
The NYPD have instigated a social media campaign that was doomed from the beginning. As illustrated above, the NYPD quite naively asked members of the public to Tweet in pictures of themselves with a member of the force, presumably in order to strengthen the wavering opinion of the police, which has a undercurrent of negativity considering its history.
Sure, the initial replies were friendly enough:
However, the #MyNYPD hashtag soon descended into chaos. It now shows little more than a (large) stream of pictures of the police physically abusing members of the public in various locations, sometimes with weapons, and illegally stop and searching American citizens, who are mainly black.
Tweets from members of the public reveal an undercurrent of violence, racism, and utter police brutality. I don’t think any of the Tweets will be making the Facebook page. This is perhaps the worst digital strategy we have ever seen.
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