The opening paragraph of a recent eMarketer article carries much implication for law enforcement:
Brand marketers want consumers to follow them to build buzz and engagement, but social media users often desire something in return. What they’ve come to expect is a good deal, but many consumers—including the most active users of social sites—are also interested in deeper engagement.
No, a law enforcement agency doesn’t offer “good deals” on the purchase of goods or services. It does, however, tend to deliver on expectation: that government communication will be, well, official. Dry. Bland. Safe. When what followers really want is more two-way interaction.