NYPD PR Stunt On Twitter Backfires With Humorous Result

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A New York Police Department’s PR campaign badly backfired in the counterculture that is today’s social media. The NYPD asked that Tweeters distribute photos showing police in the pictures.

Instead of smiling buddy shots, the authorities received a hilarious buzz of photos putting on display graphic images of police brutality. One photo of a young female protester being dragged across cement on her bear skin reads: “Police help couple do Yoga with proper form!” The tweet ends with the hash tag identifier #myNYPD.


Another tweet from @OccupyWallStNYC showed a man being carried from a protest by four of New York’s finest.  “Need a lift?” the Tweet questions.  “The #NYPD’s got you!  Free Delivery, Only at #myNYPD.

“The NYPD is creating new ways to communicate effectively with the community,” NYPD Deputy Chief Kim Royster said in a statement, taking an enlightened free speech society approach to the issue. “Twitter Inc (NYSE:TWTR) provides an open forum for an uncensored exchange and this is an open dialogue good for our city.”

The photos weren’t only snickering.  Several photos displayed smiling police officers with grateful citizens, which was the point of the campaign.


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About the Author

Mark Melin
Mark Melin is an alternative investment practitioner whose specialty is recognizing a trading program’s strategy and mapping it to a market environment and performance driver. He provides analysis of managed futures investment performance and commentary regarding related managed futures market environment. A portfolio and industry consultant, he was an adjunct instructor in managed futures at Northwestern University / Chicago and has written or edited three books, including High Performance Managed Futures (Wiley 2010) and The Chicago Board of Trade’s Handbook of Futures and Options (McGraw-Hill 2008). Mark was director of the managed futures division at Alaron Trading until they were acquired by Peregrine Financial Group in 2009, where he was a registered associated person (National Futures Association NFA ID#: 0348336). Mark has also worked as a Commodity Trading Advisor himself, trading a short volatility options portfolio across the yield curve, and was an independent consultant to various broker dealers and futures exchanges, including OneChicago, the single stock futures exchange, and the Chicago Board of Trade. He is also Editor, Opalesque Futures Intelligence and Editor, Opalesque Futures Strategies. - Contact: Mmelin(at)valuewalk.com

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