Case Study: Police Service of Northern Ireland achieves enhanced community engagement and crime-solving with Hootsuite

Police Service of Northern Ireland using Social Media to Circulate News that Matters and Solve Crimes

The Police Service of Northern Ireland (PSNI) is the national police force protecting Northern Ireland’s 1.8 million residents. As citizens increasingly turned to social channels for news, PSNI faced the challenge of delivering timely, trusted information across many local accounts, engaging communities to boost confidence, monitoring sentiment to support investigations, and promoting recruitment — all while coordinating activity across 32 Facebook pages and 22 Twitter feeds.

PSNI partnered with Hootsuite (Enterprise, Amplify, Impact) to centralize management and analytics, expand its social team, and enable consistent, real‑time engagement from officers across the region. The result: a verified, trusted social presence with a social following of over 1 million (236,000 net growth in the last year), 1.5 million Facebook video impressions, 10,000 clicks to job vacancies, a 28% follower increase over three years, faster crisis communication, and measurable support for investigations and missing‑person appeals.

Police Service of Northern Ireland

Fiona Williamson

Corporate Communications Manager