A police captain recently lamented how frustrating it is for everyone when a citizen attempts to upload and download pictures of an incident as it unfolds, when the dispatcher has no way to even capture that data. The citizen is frustrated and can’t understand why this input isn’t being used, and the dispatcher is frustrated by the inability to act on it. Hopefully, this frustration will change in the near future as public safety officials recognize the benefits of and requirements for responding to new social media tools, as well as the increasing number of people using them. We’re living in a time when the new buzzwords are citizen engagement, transparency and empowerment—and each involves “Web 2.0.”

Web 2.0 & Beyond

The Internet has evolved over the past seven years from what many refer to as Web 1.0 to Web 2.0 and beyond. Although there are no definitive definitions, Web sites can be organized into three major categories or models.

The first is the static model, in which localities or departments post such basic information as addresses, phone numbers, links to other Web sites, information regarding hours of operation, maps, rules and regulations, pictures of local officials and key staff, and upcoming meeting notices.

The second is the transactional model. In this category, citizens can view important information and also conduct business transactions. Under this model, citizens can complete online forms, pay tickets and other fines or fees, as well as register for events or even apply for marriage licenses. Businesses can apply for permits and conduct other business-related transactions.

The third model is the participatory model, which allows citizens to weigh in on issues and proceedings. Given today’s ever-changing technology, be it fixed or wireless, the concept of participatory has greatly evolved.

The term Web 1.0 parallels the static model, and Web 2.0 embraces much of what we have referred to as the transactional and participatory models, but with a new twist. Web 2.0 generally refers to the ability of a Web site to anticipate the user’s interest and informational needs, resulting in customization and personalization. In Web 3.0, Web sites and online services will embrace semantics, and truly anticipate and “know” what you’re looking for before you even log on. Based on where we are today, I believe that we’re currently at Web 2.5 and moving rapidly toward Web 3.0 applications and services.

As each model grew and morphed into new services and experiences, key breakthroughs have occurred during the past five years that changed everything.

First, broadband penetration and usage has grown, at work and home. Today, it’s commonplace to find free Wi-Fi sites in business and government offices, as well as in public locations, making it easier to connect online. Although e-mail is still the No. 1 application, social networking sites, such as Facebook, YouTube and Twitter, have gained hundreds of millions of users worldwide. Without reliable broadband, social media sites would not have prospered. YouTube has more than 100 million videos—from the purely ridiculous to serious training and educational files. By 2010, Twitter is expected to surpass 50 million users worldwide. Facebook has more than 200 million users.

Second, the price of personal computers and wireless devices has dropped, with laptop and netbook computers outselling desktop computers. On the cell phone front, a large shift to smarter phones has allowed text messaging, camera functions and Internet access. As prices continue to drop, features and applications have increased, and graphic capabilities, as well as sound and video, have dramatically improved.

Third, no one would have predicted that a business model could provide services for “free.” Examples include Google and other free online services that provide searches, information, e-mail, news and detailed geographic mapping. Google’s Gmail has more than 35,000 million subscribers who use it as their primary e-mail service without charge. The video conferencing, two-way video and free calling service Skype has more than 521 million user accounts. The choices are overwhelming and forever evolving.

Fourth, we’ve witnessed an amazing explosion in mobile devices—many that connect directly to the Internet. In 2007, Apple launched its first generation iPhone. While the world was being wowed, every cell phone manufacturer realized that this was a change of monumental proportions. This device raised the bar for highly intelligent and interactive touch screen wireless devices. What Apple created was a pocket computer that just happened to contain a decent phone as an application.

Speaking of applications, the iPhone currently has more than 100,000 applications—many cost less than $1, and many are free. According to market analysts, smart phones sales will increase by more than 30% in 2010. Wireless penetration in the U.S. has risen to 89%, with nearly 280 million subscribers. More than 20% of households use a wireless phone as their main and only phone.

As for who’s using social networking, research shows that it isn’t just for kids and teenagers; there has been substantial growth in every age category.

For Public Safety

With so much happening, one could easily conclude that social networking has taken hold and will most likely expand and grow. The next question: What’s the appropriate role of social media for public safety? How are public safety officials using social media now? What can we anticipate for the near future? What are the benefits, and what are the pitfalls? How can we measure usage and success?

Why get involved in social media? The answer: Usage and applications are on the rise, and our citizens will expect nothing less. Certainly, there is a static percentage of adults (perhaps 20%) that want nothing to do with social media, but as our population grows so, too, will their expectations.

A recent survey conducted by Public Technology Institute (PTI) asked city and county government IT professionals to what extent they were using social media now and planned to do so in the very near future. Nearly 72% replied that they were using or would be using Twitter; 72% said they were or would be developing their own Facebook page; and 75% are using or beginning to use RSS (really simple syndication) feeds. In addition, a whopping 43% have dabbled with blogs.

Making things a bit easier in tough budget times is the fact that most social media tools are free. All one needs is a plan, a vision and a staff that can monitor and administer the programs and services.

Another factor in determining who’s doing what with social media lies in its definition. Social media is about identifying and communicating with and between social groups. A communications officer noted to me that she never thought of RSS feeds and emergency notification systems (ENS) as being part of social media opportunities and offerings. Today, we are asked to subscribe, “tweet”, post, blog, follow, “picture it,” share, comment, e-mail and opt in or out. Below are descriptions of just how social media applications are being applied to public safety communications.

Emergency Notification

Largely considered a one-way communications tools, ENS depends on citizens having and carrying cell phones. These systems can operate through an outside vendor or be maintained by a public safety department. This is a great method for alerting citizens to an immediate threat or emergency in which a very large number of people can be contacted simultaneously. Advanced systems alert a specific population and inform citizens to go to a particular Web site for information and updates provided in greater detail.

3-1-1

3-1-1 systems were created to accept and process city- or countywide complaints, reporting problems and more. For public safety, 3-1-1 is for non-emergency calls, so citizens can call in about minor traffic issues, accidents, fires and other public-safety-related issues. 9-1-1 and 3-1-1 systems were initially devised when landline telephones were a dominant force, but today millions use their cell phones to call 9-1-1 and 3-1-1 systems. Now there’s a new twist. It’s now commonplace to see Web sites containing a 3-1-1 link, allowing e-mails and online forms to replace voice conversations.

HD Dispatch

With the growing number of cell phones with geo-tracking features, citizens can now take a picture of an incident that is date-stamped and marked with the exact location. Citizens can now take a picture of a fleeing suspect’s license plate, a structure fire or a car accident and have it uploaded instantly to a dispatcher. The next generation of wireless devices is expected to have even more video capabilities and applications, including high-definition (HD) video.

Those who follow technology believe it’s only a matter of time before we have HD video dispatch. Imagine the cost for purchasing the new equipment that public safety comm centers will need. Centers will require new video displays and data storage devices. Imagine the need for training for dispatch personnel to best handle what could be extremely graphic and dramatic video from crime scenes, natural disasters, to accidents and fire scenes.

RSS

RSS and permit subscriptions to information feeds provide such information as crime statistics and other public safety information. A universal orange logo is found as a button on Web sites offering such service. Although RSS feeds alone are not usually thought of as social media, it’s still considered a vital means of communication with the public and news media.

Twitter, Facebook & YouTube

Like the Internet itself, social media sites were never intended to evolve past merely personal group sharing and into vibrant corporate and governmental applications. Today, it’s becoming more common than not for a city or county to have Twitter, YouTube and Facebook accounts that link not only to each other but also to the city’s or county’s main Web sites. Twitter accounts are being used to reach large populations in times of emergency, and, importantly, citizens can respond back with critical information, because this is a two-way medium. In addition, because messages are limited to no more than 140 characters, Twitter makes for an efficient supplemental communications system.

Facebook is being used as a supplemental informational Web site and is very cost effective because, like Twitter, it’s also free. Some localities have their own (free) YouTube channel on which training and public safety video information is posted.

Blogs

Blogging software can be downloaded for free, and unlike an official governmental Web site, a blog can focus attention on one department or issue, such as crime or fire prevention. Many blogs fail because they aren’t updated with dynamic information and compelling content. The cost of the blog comes in the form of time and creativity in keeping things current.

Concerns & the Future

Social media is morphing into new public safety applications, such as online traffic and incident control, sex offender locator and mapping, crime statistics and incident mapping. With advances in geospatial information systems (GIS), citizens can now be empowered to see incidents unfold on scene and on their computers or phones. iPhone applications now exceed 100,000, and more and more applications will be developed for other wireless operating systems and devices. The District of Colombia is perhaps the first governmental jurisdiction to offer an “Apps Store” of its own. The D.C. App Store (http://apps.dc.gov) contains an emergency information center and offers D.C. police crime mapping and multimodal crime finder applications.

No doubt social media and the expanded use of wireless devices will increase in usage and utility, but free does not mean free from concerns. This past year such services as Gmail, Twitter and Facebook have experienced service disruption or have been hacked. Free comes with a price, because there is a cost to staff, train and maintain these sites and their content. There’s also the cost to provide system security, as well as the cost to promote new information services. Free can also mean there’s no recourse for customers when there is a problem or loss of service quality. You can’t sue to get your money back when the service is free.

Most city and county officials report that their plans for social media include multiple channels and media communications. ENS does not replace Twitter and Facebook, nor do Twitter and Facebook replace their Web sites or blogs. Similarly, one does not reach YouTube without searching for or knowing about a video and that information usually comes from a government or public safety Web site or blog. Information and training videos may have multiple feeds into one location. Therefore, social networking sites, tools and services truly work best when they are configured as part of an overall strategic communications plan in which they all cross-reference one another.

Finally, there’s the question of measurement. How well are the sites performing? The good news is that a number of monitoring services and sites can provide instant access to what people are viewing, texting about, posting or reading.

Within the public safety communications community, there’s a real opportunity to better engage with citizens and view them as partners in fire and crime prevention. Yes, there will be a high cost in staffing, training and purchasing new audio/video equipment to capture what people are seeing and hearing in the field. None­theless, the opportunity to better serve and engage citizens is an investment with dividends that money simply can’t buy. PSC

Alan Shark, DPA, is the executive director and CEO of the Public Technology Institute (PTI) and an assistant professor at the Rutgers University School for Public Affairs & Administration. Contact him via e-mail at shark@pti.org.

Originally published in Public Safety Communications, 76(2):48-51, February 2010.