Mark Payne heads up PR for West Midlands police.
To use social media, he first had to change the policy on access to popular websites. Young people don't want to talk to the police, hence the importance of Facebook and YouTube.
Facebook group has 1300 'fans' after two months. Posters, videos and crime prevention advice.
YouTube: allows unmediated use of video messages. Has proved very successful, with a new video uploaded every week. Video posted same day as an operation. Videos get 1000 viewings; they don't edit comments.