media networks Archives - Syneka Marketing

GOV49 Communication Delivery and Social Media in the Public Sector – Day One

By Advice, Government, Presentations, Resources One Comment
Day One of GOV49 Communication Delivery and Social Media in the Public Sector

Day One of GOV49 Communication Delivery and Social Media in the Public Sector

GOV49 Communication Delivery and Social Media in the Public Sector is a two day conference held in Sydney.   The first day looked at how to plan social media campaigns, drawing on examples at a local and state and federal level.

I was asked to chair the conference and also provided a presentation exploring the use of social media as an advocacy tool.  The presentation drew upon my experiences in Maroondah City Council and my use of social media to advocate for the redevelopment of Ringwood Station into a safe and accessible transport interchange.

Maroondah City Council did not have social media policies at the time, despite its potential in providing direct communications from the council.  As a result I utilized my own social media networks, including Facebook, Twitter and Youtube to extend the reach of our advocacy campaign.

My Mayoral year in 2010 coincided with the State Election, providing an opportunity to advocate for the much needed replacement of Ringwood Station.  The station fails to meet accessibility standards and its outdated design leads to perceptions of poor safety and a lack of integration with key facilities within Ringwood.

As an outer eastern municipality, Maroondah’s advocacy needed to be noticed by the community, media, local MPs and the the political parties.  We needed to be able to reach the community to demonstrate widespread support for the redevelopment, the media to raise awareness, as well as local MPs and the political parties to generate results.

The campaign led to commitments from each of the major parties, including the redevelopment of Ringwood Station from 2014 by the current Government.

The advocacy campaign was successful due to the use of several communication tools. Social media supported the campaign by encouraging community participation and dialogue, by sharing experiences at Ringwood Station.  We were able to use this dialogue to encourage ongoing media interest and to gather signatures for a petition calling for action.

The advocacy campaign generated sufficient momentum to be supported by the local MPs and candidates, who in turn pushed their parties to provide commitments.  Ultimately the campaign was successful due to the community focus and the use of social media to generate ongoing interest.

#npau Tweetchat – Being a Responsible Facebook Administrator

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government No Comments

There has been considerable debate around the responsibilities of administering and moderating social media tools, such as Facebook pages. The Advertising Standards Board (ASB) and the Australian Competition and Consumer Commission (ACCC) have recently determined that comments on an organisation or business Facebook page, as well as user generated content, is considered a form of advertising.

This has significant ramifications, given that an organisation is not only liable for its own content on social media networks, but also content posted on the page by followers. As a result there is a need for strong and proactive social media policies to manage social media and to establish acceptable guidelines for content.

Today’s #npau tweetchat discussed how the not-for-profit sector should respond to managing Facebook content.  The discussion equally applies to businesses that are utilising social media as a marketing tool:


Given that these recent rulings have clarified the role of social media as a form of advertising, it is essential that a cohesive marketing approach is adopted.  Social Media is a form of marketing and should be supported by a comprehensive marketing strategy.

Likewise social media needs to treated as any other form of media engagement and should be supported by policies that identify designated spokespeople and acceptable parameters for comments.

Comments that express negativity should be engaged so that an organisation can demonstrate its commitment to customer service and responding to feedback.   Guidelines should clearly stipulate that offensive comments such as those that discriminate, bully or make false claims (including spam) will be removed and not tolerated.

Social media can be a valuable marketing tool but ensure that the policies and guidelines are in place as part of an overall marketing strategy.



Membership Growth

Membership Mastery – Sydney Workshop

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Presentations, Resources One Comment

The second workshop for Membership Mastery was held in Sydney and provided a further opportunity to discuss marketing strategies for membership retention and recruitment.

Discussion within the Sydney workshop focused largely on social media integration, including the ability to connect websites with social media tools. This provides a base level of communication while ensuring a consistent message across a website and tools such as Facebook and Twitter.

Social media networks provide an opportunity to engage members and to facilitate discussion. Engaging members assists retention but also encourages word of mouth referrals. The online sharing of content is the equivalent to word of mouth recommendations and members should be encouraged to share messages from an organisation. This approach also helps ensure that messages are consistent when being distributed via members.

Social media is one marketing tool that should be considered when developing membership recruitment and retention strategies. It is important to reinforce social media with other communication tools to increase the impact and reach of an organisation. An integrated approach should use the right marketing tools to reach the identified target market, this may be a combination of offline and online channels.

Great feedback was received from Membership Mastery and I would like to thank the participants for their input and discussion.