Can Social Media Reach Isolated Domestic Abuse Victims? Evidence from a Randomized Control Trial During the Covid-19 Lockdown

Can social media reach isolated domestic abuse victims? Secondly, does providing victims with more information and a safer means of contacting police change their likelihood of domestic abuse reporting? This research is based on high-frequency and confidential administrative data on the population of domestic abuse calls during the period of the Covid-19 pandemic but also the preceding years from two police forces—the Thames Valley Police (TVP) and the Metropolitan Police Service (MPS). To answer the research questions, we ran a randomized control trial (RCT) using a novel social media campaign promoting a method of reporting through Facebook and Instagram. We randomized the treatment across geographic areas in one police force and across individuals in another police force. We found that while social media is an effective tool for engaging on domestic abuse topics, particularly with younger individuals, our intention-to-treat estimates between the treatment and control areas and individuals did not show any significant difference in domestic abuse reporting. One of the reasons to explain this finding was the geographically imprecise social media targeting features on Facebook. Our research contributes to the scarce experimental literature on how to increase domestic abuse reporting among victims with, to the best of our knowledge, the first randomized test of the effects of a social media campaign on engagement and reporting. As police forces across the UK, but also worldwide, start using social media more to engage with the citizens they serve, these results provide interesting and valuable implications for their effectiveness and the role of technology in the future policing. Our results contribute to the understanding of how police forces can use social media to reach specific groups of people, such as younger cohorts.