Socialites praised police for their use of social media, including humour, saying they were outperforming other agencies in New Zealand.
''We love the tone adopted by NZ Police on social media - it's human and authentic, which is what we see effective use of social media being all about.''
However, it said there was room for improvement, recommending an increase in the number of posts about operational work, and "dialling up the use of te reo where possible".
The audit found more than half of posts on the police national Facebook page were themed around trust and confidence, specifically humorous and ''feel-good'' posts and content.
Just 8 per cent of posts related to preventing crime and 16 per cent to road safety warnings.
A slide in the presentation alluded to divisions within police on the high number of puppy-focused posts.
''As we know this is a regular discussion point ... we've also addressed puppies.''
The company recommended increasing the proportion of news related to operational work.
Police spent $171,676 on Facebook advertising last year, compared with $73,943 on print advertising (including street posters and bus stop ad-shells), out of a total marketing spend of $968,531.
