Case Studies

A guided social strategy for government



Social Strategy

The goal is no longer building followers but the value of the individual pieces of content.

the brief

Our approach to developing the Northern Territory Government (NTG) Social Strategy was based on client consultation and metrics. Captovate’s Social Strategist, Karen Hawkes, was the lead on this project and she lent her passion and depth of knowledge to help NTG take a strategic approach to social media. We established that the key goals should be to inform, inspire and connect with the community and to work towards developing a customer service focus, where the general public can use social to directly communicate with government representatives.

social audit

The first step in implementing a successful social strategy was to review the current social landscape and establish guiding principles to inform future directions.Through an audit of NTG social accounts we were able to present solid evidence around what worked well and what could be improved upon.

Our review of NTG accounts revealed those that were performing well were due to the correct allocation of resources, the understanding of the value of social media at a senior level, and the clear intent in who they were talking to. Understanding your audience, and knowing how to get in front of them is key to successful engagement. Social accounts that were not performing as well had no single cohesive voice or there was simply no activity or engagement.

We reviewed the current social media users and related metrics, as this is what determines user interest and which platforms to target. In the Northern Territory alone there are 150,000 Facebook users, which equates to approximately 70% of the NT population. Further, we benchmarked against similar government entities to find examples of great (and not so great) social platforms.

social strategy

We assisted NTG to implement a successful social strategy by cleaning up the current social landscape and establishing some guiding principles to inform future directions. When planning social media interactions, consideration needs to be given to; what you are looking to achieve; who your audience is, and why do they want to hear from you. One of the most prolific and biggest mistakes organisations make is using social media as a platform for pushing internal messaging, rather than focusing on what the user wants to hear and know.


Successful social media requires engaging with the community.

Failing to plan is planning to fail.

It is essential to create meaningful engagement.

Understanding your audience, and knowing how to get in front of them is key to successful engagement.

Karen Hawkes, Managing Director, Captovate



of people access social media every day or most days (2017 Sensis Social Media Report)

people employed in the NT according to LinkedIn

Facebook users in the NT

Instagram followers in the NT

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