Social Media Can Build Trust—or Destroy It in Minutes: Does Your Agency Have a Plan?

By Todd “ThePioGuy” Harmeson

For decades, public safety agencies controlled the flow of information. If something happened, the media called the agency, a spokesperson responded, and information was released through traditional channels.

Today, those days are gone.

Social media has fundamentally changed how information is shared, consumed, and amplified. A single Facebook post, TikTok video, or anonymous social media comment can spread across an entire community before an agency even knows it exists.

The question is no longer if your agency will face a social media crisis.

The question is:

What is your plan when it happens?

The New Reality of Social Media

Every law enforcement agency, fire department, EMS service, school corporation, and government organization is only one post away from a public relations crisis.

It could be:

• A citizen posting a complaint about an employee.
• A video of an officer interaction taken out of context.
• A rumor spreading through local Facebook groups.
• An accusation against the agency.
• A controversial policy decision.
• A negative media story.
• A current or former employee publicly criticizing leadership.

The speed at which these stories spread is often faster than leadership can react.

Unfortunately, many agencies make the mistake of believing that ignoring the situation will make it disappear.

It rarely does.

In today’s environment, silence is often interpreted as guilt, indifference, or incompetence.

When the Criticism Comes from Within

One of the most challenging situations an agency can face is when negative information originates from inside the organization.

Current employees, former employees, volunteers, or even anonymous social media accounts can create significant reputational damage if allegations or criticism are posted online.

Sometimes the information may be accurate.

Sometimes it may be partially true.

Sometimes it may be completely false.

Regardless, the public often sees the accusation before they ever hear the agency’s side of the story.

When internal criticism becomes public, agency leaders must avoid emotional responses.

The goal should never be to “win” an argument online.

The goal should be to maintain public trust.

That requires a disciplined and professional response strategy.

The Cost of Being Unprepared

Many agencies spend thousands of dollars on equipment, training, technology, and emergency response plans.

Yet few have a written Social Media Crisis Response Plan.

Without one, leaders often find themselves asking:

• Who is monitoring social media?
• Who decides if a response is necessary?
• Who writes the response?
• Who approves the response?
• Who serves as the spokesperson?
• How quickly should we respond?
• What if the allegations are still under investigation?
• What if the post goes viral?

If these questions are being asked during the crisis, it is already too late.

Every Agency Needs a Social Media Crisis Response Plan

A Social Media Crisis Response Plan should clearly identify responsibilities before a crisis occurs.

1. Designate a Response Team

Every agency should know who will be involved when a crisis emerges.

This team may include:

• Chief or Agency Director
• Public Information Officer (PIO)
• Human Resources
• Legal Counsel
• Command Staff
• Government Administration

Everyone should understand their role before the first negative post appears.

2. Establish Monitoring Procedures

You cannot respond to what you do not know exists.

Agencies should actively monitor:

• Facebook
• Instagram
• X
• TikTok
• Community Facebook groups
• Local media pages
• Community forums

Early detection often prevents a situation from escalating.

3. Determine Response Thresholds

Not every negative comment requires a public response.

However, every agency should establish criteria for determining when a response is necessary.

Questions to consider:

• Is the information inaccurate?
• Is public safety affected?
• Is the issue gaining significant attention?
• Could silence damage public trust?
• Is misinformation spreading?

A clear decision-making process helps prevent emotional reactions.

4. Respond Quickly—but Carefully

One of the biggest mistakes agencies make is waiting too long.

The public understands that investigations take time.

What they do not understand is complete silence.

A simple statement such as:

“We are aware of the concerns being raised and are currently reviewing the matter. We are committed to transparency and will provide additional information as it becomes available.”

can help demonstrate leadership while buying time to gather facts.

5. Maintain a Professional Tone

Never argue online.

Never attack critics.

Never engage in emotional exchanges.

The agency’s social media presence should always reflect professionalism, transparency, and credibility.

Remember:

The audience is not the person posting the criticism.

The audience is the thousands of people watching how your agency responds.

Trust Is Built Before the Crisis

The agencies that successfully navigate social media crises are often the agencies that have already established trust within their communities.

When an agency consistently shares:

• Community engagement
• Public safety education
• Success stories
• Transparency initiatives
• Positive interactions

the public is more likely to give leadership the benefit of the doubt when challenges arise.

Trust is a savings account.

Every positive interaction is a deposit.

Every crisis is a withdrawal.

Agencies that have made regular deposits are better positioned when adversity strikes.

Social Media Is a Force Multiplier

Social media can be one of the most powerful tools available to a public safety agency.

It can educate.

It can inform.

It can build relationships.

It can increase transparency.

But it can also amplify criticism, rumors, and misinformation faster than any communication platform in history.

Whether the criticism comes from a citizen, a media outlet, or someone within your own organization, agencies must be prepared to respond strategically rather than react emotionally.

The organizations that thrive in today’s communication environment are not the ones that avoid crises.

They are the ones that prepare for them.

Because in today’s world, your next emergency may not involve lights and sirens.

It may begin with a social media post.

About the Author

Todd “ThePioGuy” Harmeson is the Owner and Chief Communications Officer of THPR Group LLC. With more than 30 years of public safety experience and decades serving as a Public Information Officer, Harmeson specializes in crisis communications, social media strategy, media relations, and public information management for government agencies, public safety organizations, and businesses.

For information about Social Media Crisis Response Planning, Public Information Officer services, or agency communication assessments, contact THPR Group LLC at (765) 387-9008.