Research into the Impact of Social Media on Fear of Crime

Client: Somerset Council Community Safety Team & Somerset Violence Reduction Partnership

Our role: Project Lead | Research & Insight | Communications Strategy | Guidance Development

When local councillors raised concerns about how crime was being portrayed online — and the impact this was having on public perception — Somerset Council’s Community Safety Team and the Somerset Violence Reduction Partnership commissioned Daffodil PR to lead a detailed piece of work.

What we delivered

Extensive research and analysis

We carried out in-depth research to understand how crime and anti-social behaviour were being discussed across local community pages, neighbourhood groups and online forums. This work pulled together a clear, evidence-based picture of how online reporting was shaping fear of crime in Somerset’s communities.

A comprehensive insight report

Our findings were developed into a detailed report that set out the real impact of online media on perceptions of crime, identifying patterns, risks, and the underlying drivers of rising concern.

Guidance for community pages and administrators

Working closely with council teams and local partners, we created practical guidance for social media administrators to support responsible reporting, reduce amplification of misinformation, and encourage better moderation practices.

Improved relationships and community confidence

Through engagement with page admins and local stakeholders, the project strengthened relationships, improved the reporting of crime online, and ultimately supported greater community confidence.

Impact

This project provided Somerset Council with a clear understanding of what was unfolding online, the tools to address it, and a communications approach that helps communities feel safer and better informed.