The role of social
media in managing
the social contract
fb.com/BallaratCity
@CityofBallarat
/cityofballarat
/cityofballarat
Anthony Schinck
CEO, City of Ballarat
You can find me at:
@ASchinckBall
The role of social
media in managing
the social contract
The Results City of Ballarat on Social Media | 2012-2015
➜ Facebook 27000 Across 15 Pages
➜ Primary Council Page 15,576
➜Twitter : 4612
➜Instagram 2152
fb.com/BallaratCity
@CityofBallarat
/cityofballarat
/cityofballarat
Motivation for Change – City of Ballarat 2013
Creating an independent media channel in
Ballarat
Changing traditional media landscape:
declining audience, reduced newsrooms
Negative media focus on local government
Tell the stories that were being missed
= Focus on developing and strengthening
City of Ballarat social media.
Achievements of City of Ballarat Social Media
Greater understanding of local government
programs and services
Appreciation of where and how rates are
spent
Sharing the small but valuable
neighbourhood stories – new footpaths,
playgrounds etc.
Opportunity for groups and individuals to
‘like’ our work
Achievements of City of Ballarat Social Media
Building pride in our city and our people
A positive community voice
#loveballarat, photos competitions,
community events and celebrations
Support local agencies and groups eg.
business community, not for profits
Achievements of City of Ballarat Social Media
Increasing government transparency and
collaboration
All community engagement promoted on
social media
Post the good, the bad and the ugly. It’s all
facts.
Provide the central forum for conversation
with transparent feedback
Case Study: GovHack
Achievements of City of Ballarat Social Media
Achievements of City of Ballarat Social Media
Peeling back bureaucratic layers to create
a more participative democracy
2015/16
Budget
Priority
Projects
WEEK 2
WEEK 1
Consult
Inform
Sample of ONE post
20,632 People Reached
688 Actions
255 Photo Clicks
191 Link Clicks
23 Page Likes
155 Post Likes
55 Comments
9 Shares
Social Media Cost : $309
WEEK 3
Update/Consult
WEEK 4
Decision Process
WEEK 5
Inform
Achievements of City of Ballarat Social Media
Creating new internal communications
All business
areas on the
ground
myTownHall
Councillors
“in the loop”
Web
Feedback
& opinions
3 Weekly
Divisional
Activity
Reports
Media
Team
Drawing out the best stories
and making the news
Uniformed
Factual
Messaging
Social
Media
myBallarat
Magazine
fb.com/BallaratCity
@CityofBallarat
/cityofballarat
/cityofballarat