🔎 Research Focus

This study uses a neo-institutional lens to examine how German police use Twitter for external communication. The topic matters because police increasingly use social media to bypass traditional media gatekeeping and to gain more direct control over public messaging. The analysis asks whether organizational differences—across governance levels and local environments—affect communication strategies and user engagement.

📊 What Was Analyzed

• All tweets sent by German police in 2019 (N = 137,771)
• Automated, computational content analysis of tweet text and metadata
• Comparison across police entities operating at different levels of governance and in different environmental contexts

🧭 Key Findings

• German police entities differ systematically in how they use Twitter for external communication.
• Environmental and organizational characteristics help explain these differences in usage patterns.
• Distinct patterns of social media use correspond to different levels of user engagement, meaning communication choices affect how the public interacts with police accounts.

💡 Why It Matters

These results show that social media use by public organizations is not uniform: organizational structure and context shape both messaging strategies and their effectiveness. This has implications for understanding how public agencies build direct channels to citizens, influence public discourse, and manage engagement outside traditional media filters.