A social media campaign backfired in a big way for the New York City Police Department. The idea was for Twitter users to post friendly photos with police officers using the hashtag #myNYPD.

At first, the campaign seemed to be working with pictures of people smiling and posing with cops. But it soon spiraled downward when pictures of alleged police brutality started flooding Twitter.

On The Real Story, Rick Levanthal shared some of the controversial photos that have since been removed from Twitter.  

The Occupy Wall Street account tweeted a photo, below, captioned: “changing hearts and minds one baton at a time.”

In a statement, NYPD spokeswoman Kim Roster said, “The NYPD is creating new ways to communicate effectively with the community. Twitter provides an open exchange and this is an open dialogue good for our city.

FoxNews.com reported

Another spokesman, Stephen Davis, told the New York Post that the experience will not deter the department from moving forward with social media outreach efforts.

“People are free to do what they want,” Davis said. "But we are doing it to get our messages out to the communities . . . We will not be deterred from our social media objective."

A law enforcement source told The Post the department didn’t think it through.

“Good intentions by the NYPD, but . . . who uses Twitter?” the source said. “The younger generation who have had bad interactions with the Police Department.”

NYPD Commissioner William Bratton said the incident will not cause the department to change its social media efforts.