The NYPD might be accomplished when it comes to walking the beat, but New York's finest just discovered the right to remain silent doesn't apply to social.

You have the right to remain #silent

NYPD Commissioner William J. Bratton recently looked to Twitter to boost his force's social media standing. 

The idea was simple: ask New Yorkers to post photos with police officers using the hashtag #myNYPD.

The campaign was designed to share positive police stories. “Tweet us & tag it #myNYPD” the official @NYPDnews Twitter account informed followers, advising the content could be featured on the NYPD's Facebook Page.

Obviously no-one  at HQ looked what happened to previous open-ended Twitter campaigns, like the ill-fated #AskJPMorgan incident. Things soon fell apart.

#myNYPDFail

Within hours users began posting images of NYPD officers allegedly beating suspects, arresting protests and pepper-spraying citizens.

However Commission Bratton was unfazed and even made light of the episode.

“If anything, I welcome the extra attention,” he said.

If the Commissioner's aim was to get attention he got it, following the campaign the NYPD Twitter account netted an additional 4000 followers.

Cop that

Yet most brands would consider the #myNYDP campaign an epic fail.

Perhaps Commission Bratton could look to the Boston Police Department for tips – long considered social leaders in US law enforcement for their handling of the Boston Marathon bombing in 2013.  

While studies show that social media can be used by police departments for useful things like predicting crime patterns, this incident shows brands and government departments should be aware of Twitter's pros and potentials for disaster before dipping their toes into the social stream.

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