Appendix D Recommended resources

Adequate, skilled and dedicated social media officers are imperative to the successful use of social media. The strategic selection, management, and maintenance of a social media presence is a specialist skill. It is advisable to train and appoint social media personnel or at least recognise this as a significant function within existing roles.

Officers planning to use social media should undergo training conducted by either the social media officer or an external training facility. The Social media communication officer should develop training plans to educate staff in understanding and using social media.

For an agency with approximately 700 employees, the recommended social media model is as follows, however this may vary depending on the popularity of the issue, size of the audience, tool used and implementation method.

1 x Senior online community manager

Duties may include:

• proposing methods of integrating social media into agency strategies
• being the voice of the department in the online space
• planning and managing execution of online campaigns
• engaging with the public on behalf of the department through social media
• advising on use of social media
• advising on public opinion from social media reporting
• understanding social media, how users interact and engaging in an appropriate way for each medium
• involving agency staff in social media activities and identifying which application will achieve results
• active monitoring of changes to the settings and terms of use by the service provider.

1 x Online community support officer

Duties may include:

• monitoring and reporting on public opinion and online activity
• understanding social media, how users interact and engaging in an appropriate way for each medium
• setting up social media accounts
• monitoring agency social media accounts
• updating social media accounts
• identifying and researching new tools and applications
• tracking social media accounts not initiated by communications team and ensuring the accounts are maintained and monitored
• training and advice on social media.