Online Training

Social Media for Government

Empower citizens, build trust: Mastering social media strategies for government engagement.

Wednesday, 8 & 15 May 2024

10:00am - 2:30pm AEST

Next intake: Wednesday, 8 & 15 May 2024 | 10:00am - 2:30pm AEST


In 2023, Australia’s 26 million population sees 21 million internet users, with 18 million active on social media, comprising almost 70% of the population. This highlights social media’s crucial role in government communication. As demographic shifts, including nearly half of Australians being born overseas or having immigrant parents, reshape the landscape, effective communication and engagement with diverse communities become imperative. The course equips participants to create empathetic content, fostering trust and constructive discussions, tailored for evolving social media dynamics.

Who Should Attend?

This course is designed for designers, specialists, editors, and officers, in charge of transforming all three levels of government, including:
Social Media, Communication, Media Relations, Marketing and Events
Digital Media, Digital Engagement, Web Development and Design
Public Affairs, Relations and Engagement

Learning Outcomes

Understand the crucial role of social media in government communication.
Learn to create engaging, empathetic content for diverse audiences.
Develop effective strategies for utilising various social media platforms.
Manage crises in online feedback and misinformation, while maintaining protocol.

Online Training

Social Media for Government

Session details

  • Stay updated with evolving social media trends.
  • Enhance social media strategies for trust-building and public dialogue.
  • Create engaging content for diverse audiences.


View course modules

Level: Fundamentals

No previous experience necessary


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This course requires 1 credit.

Key Sessions



The role of 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?

Finding a balance: Protocol vs. Openness

• 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

Social Networking vs Creator Media

• How usage of social media has changed since 2018
• Leaning into how social media is being used now

Forming a Content Strategy

• Themes, Values and the Questions to Answer
• Planning evergreen and seasonal content

Meet Your Facilitator

Dante St James

Trainer and Digital Expert, Clickstarter

Dante St James, a digital expert from Clickstarter, brings over a decade of experience guiding government agencies, non-profits, NGOs, and businesses through digital transformation. As a sought-after small business advisor, he holds accreditations in various roles, including Meta Lead Trainer and Community Manager. Dante’s national reach includes collaborations with the Northern Territory Government and Commonwealth’s Digital Solutions, offering insights on social media, search optimisation, public speaking, personal branding, and copywriting.

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