The State of Social Media in the Public Sector - Australia


New South Wales, Queensland & Victoria

The State of Social Media in the Public Sector report analyses the social media activity of 1,037 Australian government agencies.

ASOSM Report 2019 3D Cover

The first study of Australia’s public sector performance on social media

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The report captures and analyses the social media activity of 1,037 government agencies across Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube over a 28-day period. Out of the 1,037 agencies analysed, 772 agencies had an analysable social media footprint.

Public sector marketing author, and founder of, Joanne Sweeney, prepared the report in conjunction with Public Sector Network (PSN) to get concrete evidence of the state of social media play in government communications.

Joanne Sweeney
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Report details the most successful social media accounts across Australia's public sector

Author and practitioner, Joanne Sweeney compiles first ever analysis of Australia’s public sector social media footprint on behalf of Public Sector Network

188-page report analysis of 1,037 government bodies across three States and six social networks

‘The Australia Sample’ provides other jurisdictions a benchmark for social media success

Eastern Australia’s most successful national government agencies on social media are Sydney Opera House, New South Wales Police and Queensland Police.

City of Melbourne, City of Sydney and City of Brisbane are the most successful local government agencies on social media

First benchmark of engagement rates for public sector social networks

25% of public sector bodies analysed have no social footprint

This study takes a forensic look at the 772 national and local government agencies who had an analysable social media footprint in New South Wales, Queensland and Victoria.

It attempts to answer a series of important questions.

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  1. What does successful social media look like for public sector bodies?
  2. How do you evaluate this success?
  3. What agencies are performing well and what can we learn from them?
  4. What factors determine success?
  5. Why are some agencies successful and others not?
  6. What do we uncover about citizen engagement and behaviour?
  7. What social networks are best suited to public interest messaging?
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Do you want a full and individual social media analysis?

Do you want to get a deep-dive analysis of your organisation’s social networks?

With login and administrative rights, Joanne can undertake a more comprehensive audit of your social media accounts which will inform your 2020 strategy.

This can be complemented with a full website audit.

Get in touch. Simply email

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ASOSM Report 2019 3D Cover

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Join Joanne's Government Social Media Masterclasses

In this masterclass, you will be provided with a roadmap to increase your online community, deepen engagement levels, improve social storytelling techniques and be prepared for a PR crisis that starts or escalates online.

25 & 26 November 2019

30 January 2020