IR-01-24-3564 
15 February 2024 
Ali McLae  
[FYI request #25584 email] 
Tēnā koe Ali 
Request for information 
Thank you for your Official Information Act 1982 (OIA) request of 31 January 2024, in 
which you requested a copy of the current 2023 NZ Police Social Media Strategy. 
Please find attached the current New Zealand Police Social Media Strategy. Although the 
document was created in 2020 it is stil  being utilised by the team to guide our social 
media approach. We are looking to refresh the Social Media Strategy as part of our 
programme of work this year.  
Please note some information has been withheld under section 9(a) of the OIA to protect 
the privacy of natural persons. 
You have the right to ask the Ombudsman to review my decision if you are not satisfied 
with the response to your request. Information about how to make a complaint is available 
at: www.ombudsman.parliament.nz. 
Nāku noa, nā 
Jane Archibald 
Executive Director: Media & Communications 
New Zealand Police 

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Social Media 
Strategy 2020
Why we’re on Social Media
  To increase the public’s trust and confidence in NZ Police.
  To assist in preventing and solving crime.
  To put a human face to policing.
  To deliver engaging and ‘on-brand’ content that reflects our core values.
  To support our recruitment needs.
  To support all aspects of ‘Our Business’.
Our target audience is all New Zealanders
Our social media model
To ensure a consistent, manageable, and professional online presence, the Police social media model is limited to one Facebook 
and Instagram page per district. We have a National presence on Facebook, Instagram, Linkedin, Twitter and YouTube.
What we do
  Our social media strategy is based around publishing engaging content that relates 
  Keep all accounts free of profanities, 
to the following content pillars. Content should achieve an appropriate balance of 
hate speech, and defamatory content.
the content pillars, and often relates to more than one. 
  Respond to all private messages 
  Prevention – road policing, family harm, mental health, burglary, cyber scams 
within 24 hours.
etc.
  Assist with achieving our strategic 
  Operational – drug seizures, wanted/missing persons, CCTV footage, road 
operational goals.
closures, district/national operations etc.
  Community engagement – good news stories, funny/light-hearted content.
How we do it
1. Create highly creative and engaging 
2. Daily monitoring of all posts to 
4. Respond and update on unfolding 
content that:
ensure questions are replied to and 
policing events/operations.
  Makes people laugh.
moderated where necessary.
5. Follow what’s trending on social media 
  Provides a behind the scenes look at  3. Actively engage with our followers 
and respond accordingly.
policing.
through light-hearted conversations.
  Tugs at the heartstrings.
Updated 2 December 2020

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Our platforms 
NZ Police engage with our social media communities via the following platforms:
Facebook 
Twitter
YouTube
Used for operational, prevention, 
Used for crisis communications, 
Used for publishing and 
recruitment and community 
media releases, and operations 
promoting police video content.
engagement.
updates.
Instagram
LinkedIn
Used for community engagement, 
Used for good news stories and 
recruitment and prevention.
community engagement.
Our tone
Our voice can be compared to the ‘good mate’. Someone who is caring, respected, and 
trusted but also has a sense of humour and enjoys a bit of banter.
We are open, honest, helpful and human.
Role of Media & Communications (PNHQ) 
  Responsible for the national social 
  Provide guidance, insights, training, 
  Make strategic decisions as to what 
media strategy, policy and community 
and advice for districts.
platforms suit our needs.
guidelines.
  Lead national campaigns and any 
  Support districts with following the 
  Daily management of the national 
major operations.
strategy, policy and brand guidelines.
social media accounts.
Role of the districts
  Produce content that reflects policing 
  Monitoring comments and responding 
  Appropriate use of NZ Police brand – 
in the district (local images/stories).
to private messages within 24 hours.
it is a district page, but NZ Police is the 
  Daily management of the district page.
brand.
Social media contacts
Updated 2 December 2020

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