AN ANALYSIS OF USING SOCIAL MEDIA AS A TOOL FOR EFFECTIVE POLICE COMMUNITY RELATIONS ACTIVITIES

Social media has become an integral part of contemporary policing, impacting public perception, communication, and law enforcement practices. This study examines the influence of social media, particularly Facebook, on police-community relations in Lucena City, Philippines, through the lens of Social Presence Theory. this theory suggests that the degree to which individuals perceive others as "real" in mediated communication affects trust, engagement, and interaction quality. Through a survey of 390 residents aged 21 and above, the research explores the demographics of social media users, their perceptions of police activities, and the effectiveness of Social Media as a tool for fostering trust and transparency. The findings highlight the significant role of social media in shaping public opinion, promoting community engagement, and addressing concerns regarding police conduct, Social Presence Theory provides a framework to understand how the perceived authenticity and responsiveness of police on social media platforms influence public trust and cooperation. However, the study also identifies potential challenges, such as misinformation, the risk of misinterpretation in online interactions, and the need for more balanced content. While social media offers valuable opportunities for enhancing police-community relations, its effectiveness depends on strategic practices, ethical considerations, and a balanced approach that integrates both online and offline engagement strategies. Recommendations are provided for law enforcement agencies, community members, and future researchers to leverage social media responsibly, ensuring that online interactions foster a sense of presence, authenticity, and meaningful connection between the police and the public.