Proactive Police Station Communication in the Digital Context: The Gap Between Myth and Community Building Through Facebook Insights

Abstract

The objectives of this research were to: 1) study the patterns and guidelines of proactive police station communication in the digital context, 2) analyze the gap between police proactive communication efforts and public myths/perception, and 3) propose communication guidelines conducive to building trust and genuine community. Using a case study of Wang Hin Police Station, Sisaket Province, the study employed Data Analytics of Facebook Insights from October 30, 2025, to January 29, 2026. The findings revealed that the most effective proactive communication patterns were "visual storytelling" and "short videos" (Reels) with a humanizing tone. These formats generated the highest impressions peaking in January 2026, with an engagement rate five times higher than official bureaucratic content. The results indicate that communication focused on deconstructing authoritarian myths and replacing them with human-centric interaction can significantly bridge the gap between police and citizens. This leads to the establishment of a strong "digital community," which subsequently enhances real-world cooperation in crime prevention.