Wednesday, 27 – Thursday, 28 September 2023 | 10:00 AM – 2:30 PM AEST | Online
Empower Citizens, Build Trust: Mastering Social Media Strategies for Government Engagement
With 21 million internet users in Australia, including 18 million active social media users, government agencies are relying on social media platforms to communicate with the public. As Australia becomes increasingly multicultural, government operations are being reshaped to engage with Culturally and Linguistically Diverse communities. While communication specialists recognise the importance of social media, the focus has often been on accuracy and protocols, neglecting the creation of empathetic content that builds trust and encourages constructive discussions. However, there are government agencies excelling in this area.
To address these challenges, a course has been developed to help government communication specialists tailor their social media strategies, make informed platform choices, and improve online communication. The course aims to strike a balance between respecting the audience and stakeholders while meeting the need for efficient approvals and publishing. Participants will gain a better understanding of how to optimise their messaging for online audiences and drive better outcomes through effective social media communication.
Who Should Attend
This course is designed for heads, managers, leads, analysts, coordinators and specialists, in charge of transforming all three levels of government including:
Social Media, Communication, Digital Media and Digital Engagement
Public Affairs, Relations and Engagement
Marketers, Event Planners, Web Developers and Designers
Learn to create engaging, empathetic content that resonates with diverse audiences
Develop strategies to utilise various social media platforms effectively
Gain insight into managing online community engagement while maintaining protocol
Cultivate crisis management strategies for handling negative feedback and misinformation online
Meet Your Facilitator
DANTE ST JAMES
Trainer and Digital Expert
Dante St James, a recognised digital expert from Clickstarter, has over a decade of experience helping government agencies, not-for-profits, NGOs and businesses navigate the complexities of digital transformation. He has provided training, coaching, and consulting services to organisations across Australia, helping them to leverage digital tools and social media platforms to engage with their audiences effectively.
Dante is a highly sought-after small business advisor and an accredited Meta Lead Trainer, Community Manager, Media Planning Professional and Digital Marketing Associate. He is also accredited as a LinkedIn Marketing Labs Professional, Twitter Flight School Professional and TikTok Academy-accredited Professional.
Dante has also worked extensively with the Northern Territory Government, the Commonwealth’s Digital Solutions, Entrepreneurship Facilitators, BeConnected, Stay Smart Online and Self-Employment Assistance programs. He is also a well-travelled speaker on the topics of social media, search optimisation, public speaking, personal branding and copywriting. His national reach has included work with Business Station in Western Australia & Queensland, events with Advance Queensland and Sunshine Coast Council, campaigns for NSW Health, the Small Business Development Corporation of Western Australia and Workforce Blueprint in South Australia.
- Understanding Social Media in Government
- Historical and current context of social media use in government
- Evaluating the potential and challenges of social media for government communication
- Creating engaging, empathetic content for diverse audiences
- Understanding the diverse Australian social media landscape
- Identifying audience demographics and tailoring content appropriately
- Navigating Different Social Media Platforms
- Overview of various platforms and their unique features
- Strategic use of platforms based on audience demographics and content type
- Understanding your themes, values and voice based on your audience and objectives
- Understanding what your key themes and topics are
- Identifying who your internal and external stakeholders are
- Identifying where the roadblocks are to approvals
- Forming this into an effective social communications strategy
- Activity: Creating a multi-platform content strategy, identifying key stakeholders and addressing bottlenecks
- Identify your key themes
- Identify your key stakeholders
- Identify your values and voice
- Where are the bottlenecks and what can be done to work better with them?
- How does this look as a strategy for your social communications?
- Engaging with the Public while Maintaining Protocol
- Balancing openness and protocol in government social media communication
- Strategies for fostering healthy online community engagement
- Crisis Management in Social Media Communication
- Handling negative feedback and misinformation online
- Strategies for maintaining credibility during crises
- Using Social Media for Improved Service Delivery
- Exploring how social media can be used to improve service delivery and policy-making
- Case studies of successful government social media initiatives
- Breakout Group Activity: Working with your own group, or with an allocated buddy, apply the learning from previous modules to design a social media campaign for a government service.