Using Social Media to Develop the Capacity and Diversity of the Runnymede Neighbourhood Watch Scheme
Creators: name: Jablonska, Anastasia
name: Glorney, Emily
name: Vasilescu, Andra
Publisher: name: Zenodo
Year: 2024
Subjects: Neighbourhood Watch
Community crime prevention and reduction

description: Neighbourhood Watch (NW) is a voluntary scheme run with the support of the police in which a particular neighbourhood contributes to reducing crime and its impact by sharing information and support between members and between members and the police. Like many community-based organisations there is an increasing need to consider its sustainability as society evolves. One aspect in particular Runnymede Neighbourhood Watch wanted to consider, and thus the basis of this report, is the extent to which a transition towards using online social media platforms to share and publicise their work would enable development of its membership (towards a younger generation) and longevity so that the organisation would continue to succeed. 

What is known about Neighbourhood Watch in terms of previous research is that these schemes can provide benefits to the community they work within, such as enhanced resident feelings of safety, and feeling more looked after and secure. Furthermore, confidence in authorities is fostered through neighbourhood engagement with schemes like Neighbourhood Watch. But there is also a counter to this that schemes such as Neighbourhood Watch which disseminate local crime and disorder information to the local community can enhance perceptions of insecurity, anxiety, and fear through labelling activities as suspicious or unsafe. There are also issues to navigate in terms of exclusion. Not everyone is involved and certain groups living within the community might be demonised or labelled. As a result of technological developments, there has also been a change towards individuals using social media platforms to share information about crime and disorder in their local area. These are not usually developed by Neighbourhood Watch but might include local residence groups and the Police. 

Due to declining numbers of residents joining a formalised ‘watch’ scheme and an awareness of growing social media usage in sharing information about crime and disorder, Runnymede Neighbourhood Watch wanted to understand how it could grow its membership to involve a wider (younger) membership and increase online presence. In doing so they wanted to understand if this would make the schemes more representative and effective.  This report presents the first stage of this enquiry through qualitative data collection using interviews and focus groups with key stakeholders of Neighbourhood Watch; Runnymede Borough Council, Surrey Police, Surrey County Council, the Office of the Police and Crime Commissioner for Surrey and Surrey Neighbourhood Watch. Key stakeholders were asked about their perspectives on Neighbourhood Watch with reference to their organisation and the local community, as well as how social media might be used to enhance the membership of the scheme. 

What is clear through analysis of the data is that the Runnymede Neighbourhood Watch scheme is valued by its stakeholders, particularly in being a ‘bridge’ between these organisations and the community. This is a way in which organisations can communicate reliable and factual information, which is a pertinent consideration in the context of some of the problems identified with social media and of information accuracy. Organisations also benefit from Neighbourhood Watch being the ‘eyes and ears’ of the community and thus receive feedback about crime and disorder from the public via these channels. 

Where there are aspects for Runnymede Neighbourhood Watch to navigate is how it develops online presence. This was revealed through analysis of the existing use of social media by the scheme. In developing this strategy, the qualitative finding of age considerations must be considered to ensure Neighbourhood Watch moves forward in a way that enables younger generations to join the scheme, perhaps via social media platforms, but also maintains the tradition of the ‘watch’ with face-to-face meetings and neighbourhood events to promote key messages. This recommendation of a hybrid approach, the third and final qualitative finding, needs careful consideration in terms of how this can be generated and maintained in the long term. Development of social media infrastructure and user agreements will be needed. 

This research has demonstrated the value and utility of Runnymede Neighbourhood Watch to its key stakeholders. What is needed to complement and enhance the development of a social media strategy to take Neighbourhood Watch forward is consideration of the views of watch members and non-members to understand how they perceive the value of the scheme. This will facilitate a comprehensive strategy for Runnymede Neighbourhood Watch to develop its profile and ensure it is representative of the local community. This then means the scheme longevity can be realised.