NYPD's Twitter Promotion Backfires Dramatically

NYPD's #mynypd Twitter Promotion Backfires Dramatically
An NYPD officer
Andrew Burton/Getty

updated 04/23/2014 AT 01:15 PM EDT

originally published 04/23/2014 AT 12:30 PM EDT

The NYPD may need a new social-media guru.

New York's finest attempted to institute a Twitter promotion Tuesday with the hashtag #myNYPD, in which they asked people to Tweet "a photo w/ a member of the NYPD." The results were probably not what they expected.
Twitter users had a different idea and began posting less-than-flattering pictures of the NYPD. Shortly before midnight, more than 70,000 people had used the hashtag – it replaced #HappyEarthDay as the top trending tag by late Tuesday.

A few people used the hashtag as intended, or focused instead on instances of positive behavior by the NYPD, as in the aftermath of 9/11.

But maybe the NYPD should reconsider its social outreach strategy in the future.

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