The New York Police Department is the latest organization to see a well-meaning hashtag campaign blow up in its face.
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On Tuesday, the NYPD's official Twitter account tried to stir up some good community vibes by asking followers to share photos of themselves alongside New York City police officers, using the hashtag #myNYPD. The best responses would go on the department's Facebook page. Here's the kind of thing the NYPD had in mind:
Do you have a photo w/ a member of the NYPD? Tweet us & tag it #myNYPD. It may be featured on our Facebook. pic.twitter.com/mE2c3oSmm6— NYPD NEWS (@NYPDnews) April 22, 2014
That's not all the NYPD got, though. Twitter users immediately jumped on the prompt to promote perceived instances of abuse and brutality by the department. For example:
How about featuring this one of the #NYPD with the 84yo man they brutalized for jay walking? #myNYPD @NYPDnews pic.twitter.com/31rjdfvQRg— cassandra (@CassandraRules) April 22, 2014
A few more examples:
"And we're going to have to run you over, just for good measure." #myNYPD pic.twitter.com/q6JMNAajxb— Casey Aldridge (@CaseyJAldridge) April 22, 2014
NYPD officers are known worldwide for their timely and hands-on response to citizen grievances. pic.twitter.com/wuJ8uicGgE #myNYPD— Stop The Wars (@sickjew) April 22, 2014
You might not have known this, but the NYPD can help you with that kink in your neck. #myNYPD pic.twitter.com/fzUok1FWXG— Cocky McSwagsalot (@MoreAndAgain) April 22, 2014
Do you have a photo w/ a member of the #NYPD? Tweet us & tag it #myNYPD. It may be featured on their Facebook! pic.twitter.com/Ps7rThxgNw— Occupy Wall Street (@OccupyWallStNYC) April 22, 2014
Free Massages from the #NYPD. What does YOUR Police Department offer? Tweet at #MyNYPD pic.twitter.com/IFWr8exuqH— Occupy Wall Street (@OccupyWallStNYC) April 22, 2014
Those probably aren't the helpful, feel-good images the department had in mind.
Of course, the NYPD isn't alone in finding out that hashtag campaigns can take a turn for the worse on Twitter. McDonald's, Starbucks and both 2012 presidential campaigns have all learned this the hard way already.
The NYPD's Wednesday foible, however, seems to be the most high-profile involving a police department. New York City has a new mayor, Bill de Blasio, and a new police commissioner, William Bratton, started in January 2014. This is likely not how they imagined beginning a new era of public outreach.
It's worth mentioning, however, that the NYPD's tweet also provoked plenty of earnest, upbeat responses -- such as this one.
@NYPDnews my photo from my ride along with the boys from the 90th pct #myNYPD pic.twitter.com/vwv7KQjLFD— Lindsay Dixon (@poshwonderwoman) April 22, 2014