Advertising on NSW Government social media channels

Have more questions? Submit a request

The NSW Government Social Media Team is here to help you with your paid social media campaign. Before you start your request, please ensure you have the following:

  1. A minimum investment of $5,000.
  2. Engaged Optimum Media Direction (OMD) to manage your campaign on the NSW Government social channels.
  3. Engaged community managers to moderate comments, including those in English and any relevant Culturally and Linguistically Diverse (CALD) languages.

Consulting with the NSW Government Social Media Team

Consultation with the NSW Government Social Media Team is necessary. If you’re interested in advertising on our channels, please reach out at least three weeks before your campaign launch date.

Request to advertise your campaign on the NSW Government social media channels

Please complete a request form to begin the consultation process.

When you submit a request, the campaign is not guaranteed to run on our channels. We will review proposals based on our channel strategies and priorities to determine relevance and suitability. This process is additional to your internal agency approvals.

If we’re unable to accommodate your campaign due to current priorities, please consider reaching out to other suitable social media channels to run your campaign.

Suitability

Once you have completed the request form, we will assess your campaign request based on the below criteria.

Investment
  • Social media budget is at least $5,000.
  • Part of a whole of government priority advertising/marketing campaign
  • Channel appropriateness
Channel appropriateness
  • Clear rationale for NSW Government channels

  • Key messages are wide reaching and require a central channel

  • Consideration of best-placed established agency channels available

Government priority
  • Aligns with a key whole of government priority that is best placed coming from a central channel

  • Involves multi-agency coordination or response

Audience
  • Requires a broader audience

  • No critical audience overlaps with other live campaigns

  • Target audience can be reached and engaged with via available channels

Customer value
  • The campaign has significant impact on the lives of NSW residents
Timing
  • Considered priority or emergency communications at a whole of government level

  • Community sentiment and key messages have been considered

  • No issues with existing ad limits and restrictions


Requirements

Advertising campaigns approved to run on NSW Government social channels must align with channel strategy, adhere to rules, and meet best practice standards. The checklist below provides a summary of the key requirements.

Checklist:

Channel strategy
  • Posts use language that is clear and easy to understand

  • Content is engaging, bespoke for social and channel-specific

  • Meets best practice accessibility standards

  • Follows best practice creative

  • Provides a positive user experience beyond the social platform (example on the campaign landing page)

  • Allows enough time to action feedback and insights from the NSW Government Social Media Team

Community management
  • Adequate resources are secured for comment moderation needs (English & CALD) this will either need to come from your team or be outsourced through an experienced agency.
  • The NSW Government community management guidelines are adhered to - see the Community Management Guide.
  • Robust escalation processes are followed
  • Supporting FAQs are prepared in advance before go-live
  • Allows enough time for moderators to be trained on our community management tool, Khoros Care
Advertising If you need further advice on government advertising requirements, please contact the NSW Government Communications team
Branding


Expectations

While working with the NSW Government Social Media Team on your campaign, we will:

  • Answer any questions you may have throughout the process.
  • Provide the same level of service to all agencies, regardless of the portfolio.
  • Focus on channel suitability, customer experience and best practices.
  • Refer to you as the subject matter expert. We won’t change your key messages.
  • Provide recommendations for adjusting your language and tone of voice if it is not engaging, accessible or suitable for the channel.
  • Provide recommendations for revising your creative assets to align with our channel strategies.
  • Request your media agency to pause, amend or stop ads if required (e.g. due to a crisis or if an issue arises).

While working with us, you will:

One week out from the campaign go-live

  • Share final campaign creative and copy.
  • Share links to ads.
  • Share key contacts and confirm the escalation process.
    • FAQs are ready and suitable for social media.
    • Responses are short and in Plain English
    • Tone of voice is sincere, friendly, and helpful  
    • Links are written out (embedded hyperlinks will not work)
  • Ensure all moderators have read resources and FAQs.
  • Complete community management training in Khoros with the NSW Government Social Media Team (if required).
  • Ask your media agency
    • to provide the NSW Government Social Media Team with access to your ads account for transparency
    • share URL links to all ads.

During the campaign

  • Clear the community management queue in Khoros daily.
  • Escalate any moderation issues.
  • Provide updates on any changes to your campaign, such as new creative/messaging, increased budget or altered timelines.
  • Regularly review your campaign to ensure it is optimised and reported on.
  • Be aware of external events that may require you to pause or alter your ads, e.g., during bushfires or floods.

Post campaign

  • Share results and feedback with the NSW Government Social Media Team.

Need any more help?

If you have any questions, or require assistance with anything mentioned on this article, submit a request via the webform.

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