A short while ago, the MA Social Media team were introduced to the new study project we would be running for our Social Media as Practice module. Working with West Midlands Police during their restructuring ‘Programme Paragon’; we have been researching the current issues that may potentially impact on the future communications strategy and use of alternative media practices by officers and the citizens of Handsworth, Lozells, Oscott and Perry Barr (Birmingham).

Following a couple of initial meetings and discussion sessions, the team have now split in many directions, drawing comparisons from all parts of the globe, with the aim of feeding these back into a proposal, which will be presented after May 7th.

In preparation for this, we will be hosting an event at the university on Wednesday April 28th. More information about the event can be found at http://eventwith.me/authority2 .

Perhaps drawing reference to Franklin D. Roosevelt when he said “Rules are not necessarily sacred, principles are” as he announced the implementation of Social Security and a route out of the depression for the USA in 1945, programme Paragon has been described as a “major overhaul” (Payne, 2010) of the West Midlands Police operating system.

From within the West Midlands Police media team, the phrase “a cumbersome and complex beast” has been used by DCI Markham when highlighting the recent operational changes and referring to past rules. Hopeful of allowing local policing units to “concentrate on delivering LOCAL policing like never before” perhaps the integration of alternative media into the mainstream practice, including social media communications, will increase the uptake of engagement with the citizens of our geographical study area.

Certainly, from the outcomes of our neighbourhood community group meetings research, the average senior age, understanding of internet technology, skills and knowledge base, financial affordability, connectivity and expressed need to use such opportunities by citizens will be significant barriers that need removing or traversing before any level of success can be achieved, if indeed this is one chosen route.

Historically familiar with more traditional routes of communication and engagement, it is suspected that not only will Programme Paragon present challenges for the police and citizens, the most demanding element could perhaps prove to be the cultural changes and affects that such digital opportunities present for both interested parties. There will be positive and negative outcomes over time following the implementation of new communication strategies, and it is this key word that will perhaps have one major affect.

One of life’s most precious commodities, careful consideration for sensible and structured use of time will, without doubt, be required to suggest, propose, plan, negotiate, build partnerships, train, implement, develop, evaluate and change the communication culture of this study group.

Today, West Midlands Police released this video, aimed at engaging with young children across the region; an open invitation from officers to “let us have your views” (Markham, 2010 via Twitter). By actively seeking to initially reach those of a younger age, perhaps the methodology behind the initial strategy deployment is one of engagement with those more familiar with social networking and alternative media platforms, with a cascading upwards by age, rather than downwards by seniority approach being used by officers. There is logic to this approach; one of family learning influenced by examples of the younger generation. However, without yet having the opportunity to view the alternative and social media policy (yet), my suspicion so far is that this video release is purely coincidental to evidence of a planned strategic, long-term approach.

Paul Hadley.