Whanganui District Council Social Media
Strategy 2015
Background
Social media/media sharing is a wide term for internet-based tools used for sharing information,
links, photos and videos and connecting people and organisations to each other. The most popular
social media sites are Facebook, Twitter, Instagram, Google+, LinkedIn, Instagram, Pinterest,
Flickr, You Tube, Reddit, Snapchat and Tumblr but as social media evolves, other sites are created.
Social media activities can include blogging, participating in wikis (a website or database by users
who can add or edit content) and online forums. The term also encompasses comments made on
other websites (news sites for example).
Currently the Wanganui District Council uses social media to provide information to people in our
district and beyond about activities and information in our organisation and in the community. We
also use it to provide information leading up to and during emergency situations or potential
emergency situations.
Our current use of social media lacks strategic insight, resources and appropriate management.
This strategy has been designed to:
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Improve the use of social media to align with the Council’s current strategies and vision
Address how Council social media sites should be used by site administrators
Set guidelines about how Wanganui District Council elected members and staff should use
their personal social media accounts responsibly
Address some of the resourcing constraints the Council has in posting and responding to
comments in an accurate and time-specific manner
Provide recommendations for social media use for our Council
Strategic objectives
We envision a social media presence where:
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Positive feedback outweighs negative, and where our community shares information with
us and participates in the democratic process
We are known nationally as a savvy local government organisation using social media to
our best advantage to reflect our status as a Smart21 Intelligent Community
Our posts are shared by the community to their own communities
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Social media is important to our staff and elected members, who manage our brand by
posting positive, consistent messages which demonstrate they are proud to live in
Whanganui
The voices of the Chief Executive and Senior Management Team are heard
Our messages are consistent, regardless of the voice
Staff administrators can respond to questions and comments made by our community in a
timely manner, either online or offline
We are community leaders in news and views for our Council and Council-related activities
and services in the community
Everyone in our community (not just ratepayers) is engaged in services and information to
suit their needs
When relevant and appropriate, outcomes from Council and Committee meetings with high
public interest are shared to social media (provided we have the resource and information
to follow respond to comments and queries).
We continue to actively monitor information about the Council on other social media sites
where we can and respond to them if appropriate.
We are able to respond to incorrect or misleading comments or posts about the Council or
Council services or other social media platforms where appropriate and possible.
Advantages of social media
Social media is an effective tool which can be used by local government to bypass print/online
media to ‘tell our story’ and to mythbust/correct inaccurate information as well as provide instant
information rather than waiting for the traditional news cycle. It can be used to seek the views of
our community as part of the pre-engagement process.
It is also a way to direct people back to the Council website for more information.
Most social media is free with the exception of advertising which could be an option for engaging
the community in the submission process, especially regarding the Significance and Engagement
Policy.
Our Council Facebook page is open to everyone, which extends our reach.
We can also use social media to engage with communities we might be missing with our traditional
communications. These include people or groups who are less likely to be engaged by paper-based
communications such print media, Council publications or a static page on the website as well as
those who are more likely to get news and information from the internet and social media on a
smartphone or tablet. It could also reach people who may have traditionally listened to the radio
but are less likely to do so now as radio reach in our community is fragmented.
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Who uses social media?
Everyone…Two out of every three of the 2.8 million New Zealanders aged 15 and over who went
online between December 2011 and September 2012 accessed social networks. 1
1 Michael Carney, 22 April 2013, Latest NZ Social Media Statistics, Social Media Training Courses, http://socialmedia.org.nz/2013/04/latest‐nz‐social‐media‐statistics/, retrieved 9 December 2014 2 Young people… The highest proportion of people using Facebook in New Zealand are in the 2024 age group2. (Although people aged 13-17 are ‘ditching’ Facebook for other social media sites
like Twitter or Tumblr3)
Older people...From 2009 to 2014 there was an increase in people using Facebook in the 45‐65 age bracket (22.4 percent) 4 And those in between…. The average age of Twitter users is 37.35 with the fastest growing demographic for Twitter being people in the 55–64 year age bracket 6 Maori… A 2007 study found that Maori using the internet accessed social media networks more
than Pakeha/European. 7
The movers and shakers in our community….A search of the #whanganui and #wanganui
hashtags on Twitter finds business savvy, politically savvy, IT savvy, promoters of our Smart21
status. They are creative, driven, connected and have financial and intellectual wealth and
connections.
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So why should we?
The statistics above are compelling argument as to why the Wanganui District Council should be
engaged in social media for our community.
We have already begun our social media journey with some success (we have 711 likes on the
Council Facebook page) so we must continue to advance as social technology advances (especially
as we are a Smart21 Community).
We must also remember that using social media as a communications tool does not mean the
Council will sign up to every social media account there is. We need to be selective as to where we
put our information and resource, based on the people we want to reach and the community we
have. Not all information will be suitable for social media; we will continue to distribute information
in the most appropriate way.
There is no ‘one size fits all’ approach to social media. Depending on how we want to target
people, different social media sites or campaigns will need to be used.
In Whanganui, people who identify as Maori make up 23 per cent of our population; in New
Zealand as a whole this group is only 15.8 per cent.8 As above, Maori use more social networking
2First Digital, 10 September 2014, First Digital, Facebook Demographics – New Zealand Age Distribution and Gender, http://www.firstdigital.co.nz/blog/2014/09/10/facebook‐demographics‐new‐zealand‐age‐distribution‐gender, retrieved 14 January 2015 3 Amy Maas, 27 January 2013, Social oldies mean Facebook loses its cool, www.stuff.co.nz/technology/digital‐living/8227867/Social‐oldies‐mean‐Facebook‐loses‐its‐cool, retrieved 23 December 2014 4 First Digital, 10 September 2014, First Digital, Facebook Demographics – New Zealand Age Distribution and Gender, http://www.firstdigital.co.nz/blog/2014/09/10/facebook‐demographics‐new‐zealand‐age‐distribution‐gender, retrieved 14 January 2015 5 Royapingdom.com, 21 August 2012, Report: Social network demographics in 2012, http://royal.pingdom.com/2012/08/21/report‐social‐network‐
demographics‐in‐2012/, Ping Dom, retrieved 9 January 2015 6 Belle Beth Cooper, 18 November 2013, 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy, Fast Company, http://www.fastcompany.com/3021749/work‐smart/10‐surprising‐social‐media‐statistics‐that‐will‐make‐you‐rethink‐your‐social‐strategy, retrieved 9 January 2015 7 Basil Keane. 'Mātauranga hangarau – information technology ‐ Tribal networking', Te Ara ‐ the Encyclopedia of New Zealand, updated 22‐Sep‐12, http://www.TeAra.govt.nz/en/matauranga‐hangarau‐information‐technology/page‐2, retrieved 14 January 2015 8 No date, Wanganui District Population, dwellings & ethnicity, Profile ID Community Profile, http://profile.idnz.co.nz/wanganui/population, retrieved 23 December 2014 3 sites than Pakeha/European. Our own Significance and Engagement Policy states that processes to
encourage and engage with Maori must be used.
We can attempt to target our share of the ‘missing million’ (the 1 million people aged 18 and over
who didn't vote in the national elections in 2014 – a third of the voter population9) who are
(anecdotally) likely to be disengaged in local government elections as they were in the general
election. Although the 2014 Election Study has not been released, is it guessed some of the
missing million will be young voters who may not vote in local body elections. Social media
provides an alternative way to get young people involved in local issues.
Where we are at with social media
The Communications team administers the Council’s Facebook page. We have looked into a You
Tube account to share some Council related videos. As a result of setting up our You Tube page we
have a Google + page which has had 82,000 plus views with our contact details and a link to our
website.
There are a number of other social media platforms with a variety of staff members and Council
representatives as administrators.
These include:
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Youth Committee Facebook - administered by the Youth Committee
Visit Whanganui Facebook and Visit Whanganui Twitter- administered by the Visit
Whanganui team
Whanganui Digital Leaders Forum Facebook and Twitter - administered by the Innovation
Coordinator
Tech Ex 2013 Facebook and Twitter (Whanganui Digital Leaders Forum) - administered by
the Innovation Coordinator
Wanganui District Library Facebook and Twitter – administered by various Library staff
Sarjeant Gallery Facebook and Twitter – administered by Community and Culture and
Sarjeant Gallery staff Whanganui Regional Museum – administered by Museum staff
Whanganui and Partners Facebook – administered by the Innovation Coordinator
Safer Whanganui Facebook - administered by the Safer Whanganui Coordinator
Arts Coordinator Debbie Kapohe also has a Facebook and Twitter page where she posts on
arts events and issues within her Council role
Civil Defence Manawatu Wanganui Facebook – administered by Comms staff from
Manawatu Wanganui regions
For Our Kids – For our Kids Coordinator
Awa City Clubhouse Facebook – administered by Clubhouse Coordinator
Awa City Clubhouse Twitter
Awa City Clubhouse Tumblr
Some elected members have Facebook or Twitter pages where they either use their Council titles
(eg, Cr Bloggs) or have ‘Councillor at Wanganui District Council’ in their job title.
Other elected members have Facebook and Twitter pages where they are not specifically acting as
elected representatives but where some political comments are made, which may include posting
Council media releases.
9 Electoral Commission website, 19 December 2014, Voter and Non‐Voter Satisfaction Survey 2014/Non‐voter behaviour and reasons for not voting, www.elections.org.nz/events/2014‐general‐election/election‐results‐and‐reporting/voter‐and‐non‐voter‐satisfaction‐survey, retrieved 23 December 2014 4 Strategic context and alignment
Currently the official Council Facebook, due to resourcing, is used to inform only, rather than to
inform and engage the people in our district and beyond. Engaging the community means asking
for feedback, running competitions and using social media as a tool for people and groups to
contribute to pre-engagement as well as contribute formal submissions. Changes to the Local
Government Act 2002 requires Councils to take into account how the community wants to be
engaged.10
Despite our constraints in the social media area, various Council strategies and visions have
committed to engaging our citizens, with a particular emphasis on using our status as a Smart21
community as a leader in the digital world. Therefore, it is imperative that social media as a means
of communication and engagement is resourced properly.
The Significance and Engagement Policy states that the Council will use digital engagement
where it can, that engagement will be sought from diverse people in our community with a focus
on ‘community preference’ when it comes to engagement. ‘Interactive web sites’ (in which social
media could be included) forms part of the toolkit for engagement.
The Amendment to the Local Government Act 2002 includes providing clarity about how and when
our community can expect to be engaged on about different matters.
“When appropriate, the Council preference will be given to online and digital engagement aligning to the Council’s Digital Strategy11” The Significance and Engagement Policy also states that the Council must give consideration to the
community preference for engagement and give consideration to who is affected and likely to have
a view on the issue. The policy also states the importance of considering iwi, the Wanganui District
Council Youth Committee and the Wanganui Rural Community Board in community engagement.
The Council’s Digital Strategy states that Wanganui is a leader in the digital world and one of
the priorities of the digital vision is: “More effective use of, and investment in, digital technologies
and business models12.”
The need to use social media to engage our citizens is part of the Wanganui District Council’s
Whanganui 2022 vision. This vision states that we are deeply united, globally connected,
powered by creative smarts, flowing with richness and a place which works for everyone.
Our Smart21 status was awarded in part because of the Whanganui Digital Leaders Forum’s
commitment to ensure digital access for all and to grow a vibrant and creative community that
embraces opportunities presented by technology and knowledge.
The guidelines for social media usage for Council staff are also necessary in order for staff to
adhere to the Code of Conduct, which states staff must: "Maintain standards of... language and
behaviour that are appropriate to our workplace and maintain a positive image of Council.13"
Social media is also a very effective tool for emergency management, both during or leading up to
a declared emergency or in ‘peace time’. The Wanganui District Emergency management
Public information Emergency Operating Procedures 13: “seeks to ensure that those who
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Wanganui District Council Significance and Engagement Policy 2014 Page 4, Wanganui District Council Significance and Engagement Policy 2014 12
Wanganui District Council, Wanganui Digital Strategy 2010, http://www.wanganui.govt.nz/our‐
council/publications/policies/Documents/DigitalStrategy.pdf, Page 2, ‘Digital Vision’ 13
Wanganui District Council Code of Conduct, updated May 2013 11
5 need information in an emergency get it, and that those who provide information give it in an
accurate and timely way” and to make the most effective use of all media.
Currently, Public Information Managers update information about emergency preparedness using
social media sites to give updates on the situation.
Guidelines for administering social media sites
Effective use of social media requires us to have a cohesive voice through all of our social media
outlets, even though they are administered by various people and groups across the organisation.
Because the audience is different for each site, language, colloquialism and tone will be different
but it is essential correct spelling and grammar is used and information is accurate. An important
rule of social media is to have a relatively informal voice where people are easily engaged with
information which is important to them.
6 1) Guidelines for Council administrators
The following guidelines are to be applied for all Council-related social media sites
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Don’t engage in political issues
Use correct spelling and grammar
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Make sure Te Reo Māori is used appropriately, including macrons. The online Māori Dictionary is a good resource 
Comply with election guidelines and maintain political neutrality, particularly around
election time
Don’t disclose confidential or embargoed information
Respect others; don’t post anything abusive, illegal, discriminatory, derogatory, sexual or
violent, or links to content of this kind
Be aware that posts and comments can be replicated in traditional media. Online
communications are records and should be treated as such (statements made online can
be subject to the same legal standards as traditional media communications)
Ensure the use of social media does not prevent the Council from being able to comply
with record-keeping obligations under the Public Records Act and Official Information Act
2005
Sites must include the correct logo and spelling of the appropriate Council-related
organisation
Any new social media site within the Council (including the administrators) will be
approved by the Chief Executive and Communications Team
Respond to queries or comments as soon as possible, especially during emergency events
Moderate comments promptly including deleting them when necessary (see the
‘Moderation Policy’)
Include copyright information where needed
Don’t debate online – if a social media user requires more information which isn’t suitable
for a general audience, take the conversation off-line or within a private message
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Tips for a great social media presence
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Despite our diverse target audiences, posts, messages, events, links and imagery must be
informative, relevant and reflect the Whanganui 2022 Vision
Keep posts relatively short and refer to a valid source (like a Council or government
website)
Write in plain English with a conversational tone
Use a name when possible (i.e., sign it with Cass @ Wanganui District Council) so users
know there’s a real person at the end
Provide timely responses, especially during, or leading up to, an emergency event
If you write a post with more information to come, make sure you follow up
Social media is best led from the top: the Chief Executive and Senior Managers should
have a presence on the Council’s social media accounts
Only upload high-quality videos and pictures
We can’t be everything to everyone – the Wanganui District Council social media presence
needs to reflect Council and Council-related community news rather than every event in
Whanganui. There are other avenues we can recommend to community groups and
individuals to get their message out
Think about your audience and the context of the post: include an explanation and some
context when you upload
Find appropriate ways for staff and elected members to help moderate inaccuracies about
Council services and information on other social media sites where appropriate and
possible
7 2. Guidelines for public users of Council social media sites
(Moderation Policy)
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Inappropriate, offensive, abusive or illegal content will be deleted and reported to the
social media platform in question. This includes comments which are discriminatory on the
basis of ethnicity, age, religion, gender, disability or sexual orientation
Comments will be deleted where they don’t make sense or have no relevance to the post
(for example, a link to advertising or spam)
Information that may compromise the safety or security of the public, staff or elected
members will be removed
If the Harmful Digital Communications Bill 2013, which is now before Parliament, passes
into legislation, once a social media administrator (the Council/Council staff) has
knowledge of defamatory content on a page they must remove it within a reasonable time.
If the content is not removed, it might be concluded that the page administrator has
adopted the statement and they will be liable for it. The Communications Team is
monitoring this Bill.
3. Social media for staff and elected members
Social media is a part of daily life for many people. We need to balance the right of staff members
and elected members to have freedom of expression with protecting the Council’s brand.
Council staff members and elected members can be our best advocates in the community. Staff
are reminded they should ‘maintain good public relations in terms of their behaviour and conduct
with clients and the general public’ and must not ’ post offensive, derogatory or indecent notices
or, pictures on notice boards, computer screens or in any other place where it may be viewed by a
colleague’ as per the Wanganui District Council Code of Conduct.
The guidelines for staff and elected members are as follows:
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Avoid bringing the Council into disrepute or show behaviour which brings, or has the
potential to bring, the Council into disrepute. This applies to employees’ conduct both in
the course of their duties and in their personal lives.
Maintain the highest standards of confidentiality in relation to the Council’s business
If a staff member is concerned about something posted about the Council on a site they
follow/like (including a closed group) and are concerned about it, please contact the
Communications Team. .
Be mindful that your actions reflect on the Council and its reputation.
The Wanganui District Council's Facebook page must not be used for electioneering
purposes. Any post - positive or negative - made by any individual specifically relating to
their own - or someone else's - nomination, intention to run for Council or election
campaign, will be removed/hidden immediately
Don’t disclose confidential or embargoed information
Constraints
The Communications Team does not actively promote Facebook (or other social media sites) due
to resourcing. This means we don’t ask our public questions, post opinion polls or push social
media as a way for people to ‘Have their Say’ on any consultation documents.
8 Risks
We already run the risk of telling our community we have a Facebook account, but not using this
as a source of constant, accurate and timely information.
Outcomes
Outcome 1: Our social media presence demonstrates that the Council is a forwardthinking, digital savvy organisation and Whanganui is a great place to live, work, invest
and visit
Actions:
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Site administrators use social media to engage our community with helpful, interesting,
timely and relevant information
Social media sites have effective reach, an increase in followers and benchmark well
against similar channels
People find our sites a useful way to engage and comments on posts and ‘shares’ tell us
that the information is positive and relevant
Trends and gaps are identified and followed up
Outcome 2: Social media communications fit strategically
Actions:
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Key messages (or variations of key messages appropriate to the audience) are distributed
through social media in line with the Communications Strategy and the Whanganui
Reputation Strategy. Or, when communicating about certain issues, the key messages for
those issues are used appropriately for social media
Outcome 3: The right social media platforms are used to connect to the right audience
Actions:
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The Council’s social media sites are leading edge and appropriate, with relevance to target
audiences
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The right social media platforms are used for specific audiences and campaigns (for
example, sites such as Instagram or Tumblr may be used for projects such as Healthy
Streams Whanganui, the Whanganui Digital Leaders Forum, public consultation, online
payment services, Civil Defence and Emergency Management)
Outcome 4: Social media is led from the top
Actions:
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The Senior Management Team provides occasional guest posts to show leadership and
involvement in our community
Comments from senior managers are seen on social media sites to dispel myths and to
demonstrate public confidence in leadership
Outcome 5: Posts are shared to maximise reach
Actions:
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Syndicate social media posts using a syndication programme (such as Hootsuite)
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Aim for our posts to be shared with members of the public and Council and Council CCO
posts to be shared between organisations
Outcome 6: Social media is a formal engagement tool
Actions:
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Investigate how social media can be used to engage and consult with people by pointing
them to online submission forms or capturing their comments on social media as formal
submissions
Outcome 7: Social media is used as a channel for existing information
Actions:
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Use social media to share 'static' information from www.wanganui.govt.nz to better inform
our community of our services, the history of Whanganui, our facilities and our staff.
Thanks to:
South Waikato District Council, Anthea Armstrong and Hannah Crowley.
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