In today’s fast-paced digital world, public sector organizations (PSOs) face communication challenges that can impact the public. These challenges depend on the organization’s and its employees’ use, understanding, and knowledge of the purpose of communication and communication platforms. This is particularly true when PSOs use social media to communicate about complex societal issues strategically. In this case, strategic communication about public safety can do good by opening up interaction, further information sharing, and community engagement. On the other hand, it can harm the public by instilling fear, for instance, by using the wrong digital media or steering a narrative that benefits the organization but not society. This is where the friction (disorder and potential) around PSOs’ use of social media lies. This study focuses on the Swedish police as a specific PSO due to their work to create public safety, besides preventing and investigating crimes according to Swedish law. Another reason is due to their extensive use of Facebook and Instagram lately. Therefore, this study aims to investigate how PSO employees, in this case, Swedish police employees, make sense of their use of social media to contribute to public safety. The empirical material is based on 20 qualitative interviews and four critical making workshops with Swedish police officers from one police region in Sweden. The material is analyzed with a hermeneutic approach to understand how employees make sense of their social media communication to contribute to public safety. The results of this study show that employees find it useful to use social media as a strategic communication tool to inform their community, to control the narrative, or to avoid criticism for doing nothing or ignoring it. Police social media links to presence as a strategic communication counterpoint to the difficulty of being present in the non-digital realm. However, the findings also highlight the friction between what needs to be communicated, how, by whom, and across which media channels. This increases the aspect of communication disorder, which has implications for the content of public safety. Furthermore, this stems from avoiding popular social media platforms, inhibiting creativity, and causing communication challenges for employees trying to fulfill their digital communication roles in promoting public safety to diverse audiences. This study adds to the literature on PSO communication, strategic communication, and policing regarding the challenge of communicating complex societal issues in a rapidly changing world.