MUMBAI POLICE INSTAGRAM HANDLE - CONTENT STRATEGY AND AUDIENCE

ANALYSIS.

PREPARED BY -

SHRUSHTI MANKAD - 53001190049

RIYA RATHI - 53081190071

JAI MEHTA - 53001190054

ZAINAB BHARTHOO- 53001190007

RIDDHI FATEHPURIA - 53001190024

This research paper has been made possible with the help of a lot of people who we’d like to thank for
all their assistance and efforts. Our parents, teachers, family-friends and relatives who have helped us
conduct our research successfully.

We hereby take the opportunity to acknowledge each and every one who has contributed to our
research and has been a part of it. Most of all we’d like to thank our Mass Media Research Professor
and guide- Mrs. Geeta Sharma, without whom this research couldn’t have been possible and whose
guidance has helped us immensely throughout our research. We thank her for this opportunity to
engage ourselves in a unique project and learn how to cooperate and work in harmony.
 TABLE OF CONTENTS

Abstract……………………………………………………………………….04

Keyword and Definitions ……………………………………………….……05

Introduction………………………………………………………...................06

Literature Review……………….……………………………………………07

Objective………………………………………………………………………11

Hypothesis….….………………………………………………………………11

Research Question…………………………………………………………....11

Research Methodology…………………………….........................................12

Sampling Technique………………………………………………………….14

Observation…………………………………………………………………...15

Data Analysis…………………………………………....................................26

Limitations……………………………………………………………………28

Conclusion………………………………………….........................................29

Future Scope………………………………………..........................................30

Bibliography…………………………………………………………………..31
 ABSTRACT

The early years of the 2000s saw a huge rise in the use of technologies. With the growing technology
came the internet. Before the introduction of technology, life was simple yet complicated.
Communicating with people who were distant was extremely difficult. But the increasing technology
and the introduction of the internet made everything easier than people imagined it to be. After the
introduction of the internet came social media platforms like Instagram, Facebook, WhatsApp etc.
Now almost all people using technologies have been active on such social media platforms. The
increasing usage of these social media platforms has enabled people to communicate easily and
spread messages as quickly as possible.

KEYWORDS AND DEFINITION

Social Media - Firstborn in 1997, social media is an internet-based communication form that includes
multiple forms like blogs, social networking sites, photo-sharing sites, podcasts, instant messaging
etc.

Social Media Platforms - Social Media Platforms allow users to have conversations, share
information and create content. Social Media Platforms eases the distribution of various types of
content. Some of the most commonly used social media platforms are Twitter, Instagram, Facebook,
WhatsApp.

Instagram - It is an application that allows users to instantly communicate with other users across the
world. An American photo and video sharing social networking service created by Kevin Systrom and
Mike Krieger in April 2012. It allows users to share their content including text messages, voice
messages, makes video and voice calls, shares documents, videos, images and locations. It has
frequently updated its operation, creating and launching new features.

Digital media- Any information that is broadcast to us through a screen. This includes text, audio,
video, and graphics that is transmitted over the internet, for viewing on the internet.

Social media useful for NGOs - The internet and social media in themselves are very powerful tools
that can be used to raise awareness about social causes, charitable events, and volunteering
opportunities. NGOs believe in the power of social media to bring change at the grassroots level.
 INTRODUCTION

With the bloom of the era of digitalization, the concept of social media has gained a new meaning. It
has shifted from being a platform where you could simply connect with people and share photos to a
place where communities are built and businesses run. Initially, Skype, Facebook and Instagram were
used by a limited number of people. However, today these modern tools of communication have
become household names.

Instagram especially has proved to be a force of reckon with. For its fastest-growing database and user
engagement that continues to flourish. Instagram is considered to be a social media having the best of
all. From mobility, social networking and photography. It is also a leading medium to have maximum
numbers of relatively younger users.

Mumbai Police is popular across the nation for the kind of dedication and sacrifices its officers make
for their service. They have been successful to make their mark on Twitter. However, the chief
commissioner of Mumbai Police was looking to reach out to the younger generation of citizens. The
urge to connect and communicate with them further pushed up with the outbreak of novel
coronavirus. That’s when Mumbai Police made a remarkable entry on Instagram.

It has been creating headlines ever since then for its creative content strategy that is able to put across
social messages in a lighter way but yet able to create a powerful impact. The kind of content it posts
has also made Mumbai Police work more efficient and more approachable for the citizens.

This research aims to study the content strategy of the Mumbai Police Instagram handle by going
through its various posts. And understand the user perspective of engagement with the content shared
by Mumbai Police on Instagram with the help of a survey questionnaire.
 LITERATURE REVIEW

Social Media as a form of communication

Social media has had a significant impact on many aspects of modern life, including interpersonal
communication. The need for husband and wife to be working in order to meet the needs of a
satisfactory living style has resulted in a severe lack of time for individuals and families in today's
world. Because of their fast-paced lifestyles, time has become the most valuable resource, and people
are looking for ways to save it. People require interaction to meet their social requirements, and with
the rise of digital and mobile technology, social media has emerged as a preferred mode of
communication. (Subramanian, 2017)

The online exchange of knowledge and information among various groups of people is one of the
most essential benefits of using social media. This online information sharing also encourages people
to improve their communication skills, particularly among learners/students at educational
institutions. Online tools and technology have mediated communication in a variety of ways. As a
result, the methods we communicate and the ways we talk and think about communication are
changing. (Baruah, 2012).

Changing the ways of communication – social media

Social media has revolutionized the way we think about campaigns and communicate with our
audiences, as well as how we reach out to our targets and get them to respond to what we say or do.
Studies also revealed that Internet and mobile platforms are becoming increasingly popular and that
people and businesses are becoming increasingly immersed in the digital world, communicating
through various apps and networks. When used correctly, social media can produce better and faster
results while costing less than traditional media (print, television, radio, outdoor) (Diana Gherghita-
Mihaila, 2016)

Instagram has come a long way from its beginnings as a simple photo-sharing app. Many of the app's
changes in the last decade make it easier for brands to create conversations with their fans. Some
features make it easier to engage. We love the ability to like comments, reply to specific comments,
ask questions, take polls in Stories, and send direct messages. Others help businesses manage their
brands' image on the platform. With so many features aimed at connecting users, it's no surprise that
one reason we think Instagram is the best social media is the community. Search a hashtag like
#movies, and you'll be connected to an entire community of people and businesses sharing images of
all that Instagram has to offer. Businesses and publications are building their communities with
branded hashtags, making it easier for these brands to connect with their users.

Social media and its use by government and non-government organizations

Social media has evolved to become a very useful tool for public relations for government and non-
government organizations. It has changed the way people interact and gathers information. It is a
medium that has taken the interactive dialogue and social interaction a notch higher. Government and
NGOs are making their way through social media. Because of the massive uproar of the digital era
that demands a solid social media presence.

The government of India established its social media presence during Prime Minister Manmohan
Singh tenure, where the ex-prime minister used the social media platform to give political and
personal updates.

Today, many government organizations like the Census department, planning commission Ministry of
external affairs, and public diplomacy use social media to connect with the citizens and engage in
two-way communication. This is to get to the ground level and get feedback about the policies and
working of the government, which they aim to incorporate to deliver better public service.

As per the ComScore survey reposts, about 84% of Indian Internet users visit social media on an
everyday basis. The government saw this as an opportunity to reach out and create awareness about
the government's various policies and social cause campaigns. The government has successfully
spread the word about the National Rural Employment Act and National Rural Health Mission in
many parts of the country through social media.

The government is also using social media to bring national and state tourism into the limelight. The
state tourism social media presence is significantly influencing the tourism inflow.

On the whole social media has helped the government to inform, engage and serve people better.
(Srivastava, 2013 )

Previous Research Papers on Content marketing

As more people connect to the Internet, the number of social media platforms users is also increasing
consistently. Cheaper, faster, and easier Internet connections significantly increase the time people
spend on the Internet and social media platforms.

Nowadays, social media use has become a part of daily life (Quinton and Fennemore, 2013). The days
organizations claimed being up to date with technology with just creating a website are over. Today
organizations need to use social media, which is becoming a part of organizational communication
(Auger, 2013). This innovative and instant communication platform provides the ability to reach more
stakeholders with lesser resources. Cost-effective internet strategies instead of costly printed
communication are attracting the attention of NGOs (Auger, 2014).

Social media platforms promote word-of-mouth (WOM) marketing, allowing individuals to easily
communicate globally to other consumers about content and opinions (Yumi et al., 2012). Research
has investigated motivational factors such as personal and community-related benefits that influence
the sharing of user-generated content (Munar & Jacobsen, 2014).

Results from previous research support Instagram as a beneficial tool for branding strategies and
Twitter to communicate with users. But to remain relevant and popular, research has to be done as to
what content should be put out there. Content Marketing is crucial for posting certain information
over the Internet. It is more effective than traditional marketing.
Content Marketing shifts Marketing away from persuasive advertising and selling approaches and
instead provides information that creates value for the consumer. This information may be interesting,
helpful, informative, problem-solving or just entertaining, but the consumer must derive some benefit
from it (Chordras 2018, Metrick 2018.)

Understanding your target marketing and their interests is essential. It is a critical element in Content
Marketing that target markets are clearly identified and thoroughly understood. Market segmentation
is yet another extremely important element of Content Marketing as each piece of content must be
tailored to the particular target market the business is trying to reach (Chordras 2018.)

Building trust is an integral part of Content Marketing (Pavlika 2018.) When a marketer freely shares
content openly and honestly, it builds trust (Ruffolo 2017.) A goal of Content Marketing is to engage
customers in a trustworthy and valuable way.

Hence, individuals and private sector organizations, public sector organizations, and Non-
Governmental Organizations (NGOs) increasingly use social media in their public relations efforts.
NGOs have become more aware of the potential benefits of being active in social media platforms and
are still trying to use this potential. Before the emergence of social media platforms, they attempted to
reach individuals via their websites to recruit human resources, acquire donations, and keep people
informed about their activities. With the emergence of social media, NGOs started to stand out on
these platforms as well. Search and rescue announcements, blood donation announcements, volunteer
search announcements, and donation announcements for schools and hospitals increasingly take place
in social media, and individuals respond to these calls as members of civil society.

The reasons for NGOs' social media use can be examined in four dimensions as strategy, capacity,
governance and environment. Firstly, NGO determines the communication strategy to realize its
mission. After this process, the NGOs' inner resources and power determine the ability to realize the
mission. With the specification of strategy and capacity, NGOs decides whether or not to use social
media. However, governance structures as the third dimension also play an important role ineffective
use of resources and strategy implementation. The environment in which the NGO exists becomes the
last determinant of communication strategy and success of the NGO (Nah and Saxton, 2013)

CONTENT STRATEGY

Mumbai Police’s Instagram Coverage

Ever since Mumbai Police has entered the popular Instagram space, they have managed to create a
different fanbase for themselves with content that is as entertaining yet very informative at the same
time.

As it is observed many people are still nervous about the experience that they might have while
dealing with police in a real-life situation, the online avatar of the department does not give any such
impressions. The social media presence of Mumbai police has made it easier for people to reach out
even with small complaints. The police have been using this platform with great effect as they try to
help citizens and create a much more-friendly image for themselves.

Mumbai Police particularly uses the Instagram space to deliver important messages effectively with
the help of its exciting posts. They have also been making headlines on several published articles for
their content.

In an article of News18, the portal pointed out that Mumbai Police uses a Quirky Word Game.
Example-when the Mumbai police shared an innovative post to remind people about the importance
of wearing a mask properly for controlling coronavirus.

This particular social media post shared by the department had four pictures. While the first three
pictures featured English words and their correct pronunciation, the graphic in the fourth one depicted
the correct way of wearing a mask with the nose and mouth covered properly.

Another post worth mentioning and was published by Business Standard on their website is- Put off
'reunion with friends' until Covid-19 is over: Mumbai police. The post had received over 57,200 likes
and 500 comments on Instagram. The caption on the post was- "Reunite with your F.R.I.E.N.D.S - but
only after the final season of #COVID19, please? Till then, online meet-ups will be there for you," the
caption said.

This has made a constant buzz and their page has been very popular on Social Media networks,
especially on Instagram.

It is observed that people cannot stop themselves from posting funny reactions and usually demand an
award for the brain behind Mumbai Police’s social media posts. Some even share their version of the
messages in the comment section. So from a detailed article written by Social samosa we can learn
more about the team that works on the Social Media Presence of Mumbai Police.

The account is handled by Sunchika Pandey and her team, along with regular inputs from various
members of the Mumbai Police department itself. Both of these pillars work hand in hand as a close-
knit group for the ease of functioning. The Instagram account is 100% organic and they have not used
any paid boosts.

The idea to get on Instagram was proposed by the Commissioner of Mumbai Police, Param Bir Singh,
while the communication & real-time interactions were going well on Twitter, Instagram dominantly
has younger age groups, so to target them here along with other people the introduction of Instagram
was beneficial to increase the reach.

The idea of entering Instagram stemmed from the need to create awareness amongst the youth and
curb them from taking irresponsible steps. The insight was derived after they noticed many youngsters
not following the safety measures, and engaging in group activities such as playing cricket.

The Commissioner directed that Instagram shouldn’t be an interactive platform for complaints and
queries. One can always dial 100 or tweet to Mumbai Police for complaints, but Instagram should be
looked at for engagement and awareness.
The objective of the Mumbai Police Instagram strategy presently is to give them one single message
that, “We are outside, working, away from our families to keep Mumbai safe, so we request you to
please stay home.”

The approach is really creative and worth the mention:

Social distancing- It is a popular theme being taken up by police forces that often put up memes in
order to stay humorously relevant without crossing a line. Regional language plays a crucial role here
for most hard-hitting references that are often found here, be it literature or performing arts.

Popping the Pop Culture- Mumbai Police has been on point and is popping the pop culture by
wrapping their communication around the growing trends, and using the Instagram interface very
effectively. Be it revamping the iconic Abbey Road cover with a ‘contained’ take, or using popular
web series to communicate advisories, or using an online game to guide users on staying safe from the
red zone during the Pandemic. Mumbai Police has been using this kind of communication, starting
from Twitter days to now on Instagram.

Fighting Misinformation- To control the spread of misinformation is perhaps one of the most
important roles of police personnel. It makes logistical sense. When panic is caused by such messages
it can lead to hampering law and order situations. Police accounts on social media have been regularly
debunking misinformation for the benefit of people.

Giving regular updates- This way, people feel empowered at having the ability to have information at
their fingertips.

Running awareness campaigns- Mumbai Police forces are looking at all possible avenues to get the
message to the masses- stay at home, stay safe.

Letting solidarity go viral- Clips of police personnel performing outdoors to keep up the morale are
bound to go around online quickly.

Such communication also helps them establish community-building efforts. Coverage in mainstream
media is used as one of their assets while communicating online. Such instances help expand the
scope of updates in a credible way and in some cases, also help humanise the otherwise tough image
of police personnel.
 OBJECTIVE

This research is conducted to learn how a government organisation and not just any organisation but a
police force of a particular city is making its presence known on social media. It's very rare for an
organisation of the stature of the Mumbai police force to be on Instagram and not only make people
follow them but look forward to their content as well. The purpose of this research is to know how
Mumbai Police have changed people's perceptions about them and how they have influenced people
through an app as popular as Instagram. Moreover, we will see how Instagram as a platform has
benefited Mumbai police in making them more relatable and connectable

HYPOTHESIS

Hypothesis - Mumbai Police’s Instagram presence and their innovative response strategy engages the
citizens to a large extent this makes the Mumbai Police seem more relatable and approachable to the
people

Null Hypothesis - Mumbai Police’s Instagram presence and their innovative response strategy fails to
engage the citizens and does not make the Mumbai Police seem more relatable and approachable to
the people

RESEARCH QUESTION

Does Mumbai Police Instagram strategy effectively engage with its audience?

RESEARCH METHODOLOGY

A set of methods and principles that one uses while studying a particular subject or doing a particular
type of work is known as methodology. One of the most important aspects of conducting research is
to decide between using two different methodologies available, namely Qualitative research and
Quantitative research. Both have their own advantages and can be used together to support a
hypothesis better. We have used Quantitative and Qualitative methods for our Research, below is a
brief information on the same.

Quantitative research is used to quantify attitudes, opinions, and behavior to generalize results from a
large sample population. It is also used to quantify the problem being studied by generating numerical
data or data which can be converted into usable statistics. The popular methods used in quantitative
research are Telephone survey, Mail survey and Internet survey.

For our research on “Mumbai Police’s Instagram Handle Content Strategy”, we have used an internet
survey. We surveyed 100 Instagram users for our research to know whether they come across
Mumbai Police’s post or not, and their reaction towards the posts. This was to know their experience
and the ability of the page to spread awareness about the current issues with engaging and creating
trendy instagram posts. Our motive was to know how people react to their Social Media page on
Instagram. With the help of this Quantitative data, we have progressed on our research.

Survey is concerned with describing, recording, analyzing and interpreting the audience behaviour. It
is concerned with conditions or relationships that exist, opinions that are held , processes that are
going on, effects that are evident or trends that are developing.

The study tool was a pretested and pre designed questionnaire in English. The data collection was
done using surveys that involved a series of yes/maybe statements pertaining to the level of awareness
people had regarding their account and the way that audience perceive their trendy content. All the
questions were closed and two of them were based on the rating pattern.

This research will help researchers to understand that a government's good and relatable online
presence can make the citizens feel approachable to their government to a great extent.

SAMPLING TECHNIQUE

We have used Convenience sampling, which is a type of non-probability sampling technique, this is
because our target population is extremely large. The age and type of Instagram users are varied and
large. Thus, this was the best way to conduct our research. For this, we used a heterogeneous sample
of people from Mumbai aging 13 and above who are frequent Instagram users. The sample size for
our research was 100. The sampling pools were Teenagers and Adults who belonged to Different
Economical occupational and social backgrounds.

As our sample was varied, we had participants ranging from Students, Professionals, Homemakers,
Business Owners etc. We got the insight of people who belong to different categories yet were united
with the means of a social media platform called Instagram. Mumbai police's Instagram handle has
taken some great initiatives that need to be covered and thus it was necessary for us to consider a
sample of users that are varied. As that would be the only way to represent the users and their point of
view towards Mumbai Police's social media presence.

OBSERVATION

A survey was conducted amongst people aged between 18 to 45 years and the researchers
administered the responses via online questionnaire. In order to build a substantial base for our
survey, we conducted a survey with 100 respondents. This was done among people of various ages
and backgrounds in order to gauge the impact of the instagram handle of Mumbai police on different
people & their opinions regarding the same. This chapter will discuss the findings and the
observations of the survey conducted

Out of 100 respondents, 68.9% were in the age group of 18-24 years. 21.4% were in the age group of
25-31 years. Then respondents of the age group of 32-38 years were 8.7% and 39-45 had 1% audience
available.

Out of 100 respondents, 56.3% were female and 43.7% were male respondents.
Among the 100 respondents, 54.4% were students; 37.9% claimed to be working professionals,
whereas the remaining 7.8% were homemakers.
When respondents were asked if they followed Mumbai police’s Instagram handle, 62.1% people said
yes and 37.9% said no.
The percentage of people who came across Mumbai police’s Instagram handle through Instagram
stories is 33.3%, through Instagram post shares is 29.4%, through reading about the handle on various
news portals is 20.6%, through Instagram search feed is 12.7%. The percentage of people who came
across the Instagram handle of Mumbai police for other reasons is 4%
When respondents were asked why they followed the Instagram handle of Mumbai police, 44.1%
people said because they wanted to engage with the witty content, 23.5% wanted to receive news
information about mishaps in Mumbai, 13.7% each wanted to register complaints to provide feedback
and 12.7% wanted to get updates about COVID-19 regulations in Mumbai. The people who followed
them for the other reasons is 6%
When people were asked about what they thought about the content posted on Mumbai Police
Instagram Handle, 52.9% of them said the content is worth engaging, 30.4% of them said the content
is useful, 12.7% of them said the content is out of context. And the percentage of people who thought
about the content posted anything other than the three options is 4%.
When people were asked about what type of content they engage with the most on the Mumbai Police
Instagram Handle 60.4% said for posts, 20.8% said for Instagram polls, 9.9% for Reels, 6.9% for
IGTV and the percentage of people who engaged for other reasons is 2%
When people were asked about the type of posts they engaged with the most on Mumbai Police
Instagram Handle 26.7% of them engaged for Witty content about COVID-19, 20.8% for checking
the various activities carried out by the Mumbai Police, 17.8% for Informative posts, 12.9% for posts
regarding safety tips, 9.9% for updates in news posts, 7.9% for crime alert posts and the percentage of
people who engaged for other posts is 4%.
When people were asked about what do they like the most about the witty content posts of COVID-19
by Mumbai Police Instagram Handle 47.5% of the people liked that the content is really creative as it
uses modern connections like web series, famous dialogues, memes to put their point across, 24.8%
liked that the graphics of content is eye-catching, 14.9% liked that the content is relatable, 10.9%
liked that the content is relevant and the percentage of people who liked the posts for other reasons is
1.9%.
When people were asked whether they shared the posts among their friends because they deliver news
in a fun, trendy way 70.6% of people said they shared it sometimes, 24.5% said they shared it all the
time and 4.9% said they were not worth sharing.
When people were asked if they believe it will be better if other government organizations should
start and be active on their social handles so that the citizens can have a good source of daily
information 63.7% said yes, 19.6% said maybe and 16.7% said no.
When people were asked if they agree with Mumbai Police Instagram Handle’s statement that this
social media presence makes cops less scary and more fun, 59.8% of people agreed with her, 23.5%
said maybe and 16.7% said no.
When people were asked to rate the connectivity of Mumbai Police Instagram Handle with its
audience on a scale of 1 to 10, with 1 being the lowest, while 10 being the highest mark, 21.8%
people rated 7, 20.8% people rated 8, 18.8% people rated 10, 14.9% people rated 9, 11.9% rated 5,
9.9% people rated 6, and 1% people rated 3 and 4 each.
When people were asked to rate how likely they were to share the content posted by Mumbai Police
Instagram handle on your story on a scale of 1 to 10, with 1 being the lowest, while 10 being the
highest mark, 26.5% people rated 8, 17.6% people rated 9, 14.7% people rated 6, 13.7% people rated
10, 12.7% people rated 7, 7.8% people rated 5, 3.9% people rated 1, and 2.9% people rated 4.
People were asked If they came across this post(figure 1), what way would they engage with it. 40.2%
of people would like the post, 24.5% of people would share it with their friends, 20.6% of people
would repost it on their story, 7.8% of people would save it, 5.9% of people would comment on it and
1% of the people would do all of the above.
 (Figure 1)

People were asked if they came across this post(figure 2), what way would they engage with it. 25.5%
of people would like it, 3.9% of people would comment on it, 36.3% of people would share it with
their friends, 27.5% of people would repost it on their story, 5.9% of people would save it, and 1% of
the people would do all of the above.
 (Figure 2)

People were asked if they came across this post(figure 3) on instagram feed, what emotions would it
appeal to. 26.5% of people chose sadness, 28.4% chose love, 23.5% chose happiness, 7.8% chose
nostalgia, 6.9% chose humor and no response each.
(Figure 3)
People were asked if they came across this post(figure 4) on instagram feed, what emotions would it
appeal to. 5.9% of people chose sadness, 13.7% chose love, 16.7% chose happiness, 27.5% chose
nostalgia, 22.5% chose humor and 13.7% chose no response.

(Figure 4)
When people were asked what is the main reason behind the tremendous popularity of the Mumbai
Police Instagram Handle 58.6% of the people said witty and relatable content, 23.2% said open
communication, 17.2% said quick responses and 1% said open communication with a government
organization.
 DATA ANALYSIS

According to the survey conducted, all the respondents use Instagram, majority of them being female.
Most people who were aware of the Mumbai Police Instagram Handle were between the ages 18 to
24, more than half of them being students and the rest being working professionals and homemakers.
While more than 50% were following Mumbai Police on Instagram, those who didn’t follow them
also came across their Instagram Handle through various different reasons mentioned above. The
main reason why people followed them was due to their witty content and most of them also felt that
their content was worth engaging. Most of them engaged with the Instagram Handle’s posts and
others engaged through reels, IGTV and Instagram polls.

The kind of posts that people engaged with on Mumbai Police Instagram Handle were their witty
content about COVID-19, followed by activities carried out by Mumbai Police and then for their
informative posts and rest engaged for other reasons. Almost 50% of the people liked the witty
content posted about covid 19 by the Mumbai Police Instagram Handle because they found that the
content is really creative as it uses modern connections like web series,famous dialogues, memes to
put across their point. Many of them liked their witty content on COVID 19 because the graphics of
their content are eye-catching and that their content is relatable and relevant.

More than 50% shared the Mumbai Police Instagram’s content sometimes and only some of them
shared their content amongst friends all the time. More than half of them agreed that it would be better
if government organizations would start being active on social media, while many of them were not
sure about this, the rest said no. Most of the people agreed with Mumbai Police Instagram Handle
head that their presence online makes cops less scary and more fun, while many of them couldn’t
make up their minds, a very small percentage of people disagreed with her.

Most of the people felt that Mumbai Police could connect with its audience and that many of them
were most likely to even share their content posted on their Instagram stories. To test the engagement
of people with the Mumbai Police Instagram Handle, we displayed 2 of their posts in front of the
respondents. Most people responded that they would like these Instagram posts , post it on their
stories or share them amongst their friends. To test the type of emotions that people would feel about
the Mumbai Police Instagram Handle, we displayed 2 of their posts in front of the respondents. Most
of them could feel a variety of emotions associated with their content while very rare of them didn’t
feel any emotion.

The content of Mumbai Police Instagram Handle is very famous and the main reason behind their
tremendous popularity is their creative, witty, and relatable content. We can say that Mumbai Police’s
Instagram strategy has been successful in connecting with it’s audience and it has a widespread
impact on its followers and unfollowers as well. It can also be said that other government
organisations should be inspired by Mumbai police and also start being active on social media to have
better connections with people.

LIMITATIONS

Due to the outbreak of the novel coronavirus, we were compelled to conduct an online survey for our
research which hinders some of our data to a certain extent. With the lockdown, we were confined in
our homes, so we did not have an opportunity to physically test our theories on people and observe
human behaviour towards the research topic. Hence, there is no assurance or evidence to prove that
the data collected is true or legitimate.

Since the data collected is quantitative in nature, the subjective aspect of individuals responses could
not be explored. This inhibited us from carrying out in-depth analysis for the topic.

To derive reliable and well-backed findings, we need a vast group of people with both a larger group
of respondents and individuals with a deeper and more focused understanding of the research topic.
 CONCLUSION

From the findings and analysis of data collected, we can deduce that the growing popularity of social
media has a tremendous impact on the public relations of a government organization like Mumbai
Police and even on brands, companies and individuals digitally. Instagram as a platform plays a
crucial role in building connect and trustworthiness among users for a particular organization.

According to our findings, one of the key points that we observed is that more than 50 % of 100
respondents fall in the age bracket of 18-24 years. Mumbai Police Instagram handle was successful in
attaining its goal of reaching out to the younger citizens of the state with its solid Instagram presence.

The survey questionnaire and findings gained from the respondents gave us a deeper insight into their
perspective of engaging with the Mumbai Police Instagram handle. Moreover, how creating a
common ground of communication through a creative content strategy has changed the perspective of
users towards Mumbai Police as an organization.

The survey findings also reflected how respondents prefer direct communication with government
organizations when it comes to information gathering. As it eliminates room for foul play and is
easier to the source.

The hypothesis of research - Mumbai Police’s Instagram presence and their innovative response
strategy engage the citizens to a large extent this makes the Mumbai Police seem more relatable and
approachable to the people. Is also proved according to the responses received from the sample.

FUTURE SCOPE

The study can serve as a comprehensive guide for government organizations and NGOs to use
Instagram and other modern tools of communication to build a social community. Which will help
them reach out to maximum people with their message, create awareness about issues faced and come
up with practical solutions for the same.
 BIBLIOGRAPHY

1. https://www.news18.com/news/buzz/mumbai-police-uses-quirky-word-game-to-

remind-people-the-proper-way-of-wearing-mask-3623618.html

2. https://www.socialsamosa.com/2020/05/in-depth-decoding-mumbai-police-instagram-

strategy/

3. https://www.socialsamosa.com/2020/04/armed-with-social-media-indian-police-tackles-

lockdown-challenges/

4. https://publicadministration.un.org/paconnect/Blogs/ID/16/SOCIAL-MEDIA-AND-

ITS-USE-BY-THE-GOVERNMENT