Social Media Pilot Project (Details)

Name of province/ territory:


City/ Region:


Description of Initiative:

Social media will be incorporated in a non-investigational way into operational and non-operational units for a one-year pilot project.

Initiative Key Objectives:

This pilot project will give Royal Canadian Mounted Police (RCMP) 'F' Division the ability to test the effectiveness of social media tools, determine what resources are needed to permanently sustain the use of social media, guide policy development and also establish guidelines and best practices and determine what, if any, other social media tools should be considered for the Division.

Section Responsible for Implementation:

Media Relations, Operation Strategy Branch

Key Contact:

Natalie Gray

Groups/ Agencies/ Key Partners Involved:

Level of Involvement (consultative - information sharing) and/or cooperative - direct involvement):


Amount of Time Initiative has been in Place:

Since early 2012.

Reason for Undertaking the Initiative:

This pilot was implemented to ensure that 'F' Division has the ability to use social media as one of our communication tools and to test the effectiveness of the tools and guide policy development.

Resources Required to Implement this Initiative:

Until now this pilot has been implemented using existing resources.

Method of Implementation:

This is a one-year pilot project that will be implemented in phases, starting with the Media Relations and Communications units and growing to include detachments and operational and non-operational units.

Key Outcomes of the Initiative:

Key outcomes will be determined at the end of the pilot project.

Availability of a Communication Strategy:


Key Messages used to Publicize the Initiative:

Clearly defined key messages and objectives are the foundation for all communication initiatives. These key messages will be used to guide the development of all social media messaging. The 'F' Division social media pilot project will communicate the following:

News, current events and noteworthy items:

  • Saskatchewan's provincial police service is guided by the core values of the RCMP: integrity, honesty, professionalism, compassion, respect, accountability.

RCMP history and little-known facts about the RCMP in Saskatchewan:

  • Saskatchewan's provincial police service is committed to the communities we serve through unbiased and respectful treatment of all people; accountability; mutual problem solving; cultural sensitivity; enhancement of public safety; partnerships and consultation; open and honest communication; effective and efficient use of resources; and quality and timely service.
  • A career with the RCMP offers a variety of dynamic and meaningful challenges and a competitive salary and benefits package.

Services provided by Saskatchewan provincial police service:

  • As the provincial police service, we continue to focus on developing and implementing crime prevention strategies.
  • Pivotal to our success as the provincial police service are our strong partnerships and relationships with the communities we serve.
  • We work collaboratively with the provincial government and communities we serve to ensure that our policing efforts are proactive and address local concerns.
  • As Saskatchewan’s provincial police service, the RCMP is responsible for contributing to the safety and security of the people of Saskatchewan.
  • RCMP’s mission and values are integrity, honesty, professionalism, compassion, respect, and accountability.
  • Policing works best when citizens have a good relationship with their police service, and when they want to cooperate and work together to address local needs and keep their communities safe.
  • In cities, towns, and rural and remote areas, RCMP are often more than good police officers; they are active community members.
  • Professionalism in everthing we do encompasses our mission and values.
  • The RCMP is committed to helping to provide our youth with opportunities that teach about the benefits of healthy activities and how to make sound decisions in their lives and in their community.
  • Providing youth with the tools to build a positive and productive life is critical to the future of this country.

Safe and Secure Saskatchewan:

  • Behind all RCMP members on the street are many specialized units and teams that can be called upon to support them.

Crisis communication (disasters, urgent public safety, Amber Alerts, etc.) and proactive public safety:

  • RCMP 'F' Division supports the National goal of a Safe and Secure Canada.
  • The goal of RCMP Traffic Services is simple: make Canada’s roads the safest in the world.
  • Play safe out there!

When using Twitter it is important to speak with a unique voice that professionally communicates our messages and is, at the same time, interesting and funny—someone that you would want to sit and have coffee with. Messages released through Twitter need to feel as though they are being sent from one person who speaks on behalf of the RCMP, even though multiple employees from the Media Relations and Communications units will be posting to Twitter.

Forms of Evaluation by which the Initiative will be Assessed:

  • internal
  • external
  • quantitative
  • qualitative

Evaluation Completed or Community Feedback Received:


Summary of the Outcomes:

The evaluation will be completed at the end of the pilot.

Summary of the Performance Measure Data Collected:


Economics of Policing Pillars:

Further Details:


Additional Comments or Suggestions:


Record Entry Date:


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