Starting a new social media account

Consider whether you need to start a new channel and how to get approval.

Look to other channels first 

There are many amazing social channels representing the NSW Government. Establishing a new channel is not always the most effective way to reach your audience. Starting, maintaining and growing a government social media channel takes time and energy, and should not be done with a short-term goal in mind. Consider using channels that already exist before establishing a new one.

Before creating a new channel, think about how it is going to serve the needs of customers now and into the future. For example, if you’re trying to promote a specific program, initiative or event, it may be more effective to leverage your department’s official social media account/s (which has an established following) than creating a new one just for your program.

Contact us

If you’d like other social teams to share your content or run your ad campaign on their channels, contact the NSW Government Social Media team. We’ll help you find the appropriate people to talk to.  

Seek approval to start a new account

  1. If you do wish to create an account, research whether similar NSW Government pages already exist. If they do, reach out to the team who run them to see if you can work together.  
  2. If no similar pages exist, contact your cluster/agency social media manager. Working together, fill out the 'New account strategy' on this page.
  3. Send a copy of your 'New account strategy' to the NSW Government Social Media team as an FYI. 
  4. Create your channel.

New account strategy

Information Example
Reason for setting up a social media channel/s  To communicate with industry leaders, stay on top of latest industry news and increase the brand presence of Business Unit ‘X’.  
Reason/s why existing social media channels cannot be used.  Business Unit ‘X’ would like to establish its own brand to be at the forefront of ‘X’ industry on Twitter. There is no Twitter account that is owned by the NSW Government where this content naturally fits.
Proposed channel and reasoning  X% of our demographic use LinkedIn.  
Suggested handle (make sure it is still available on the desired platform)


Target audience/s  NSW business and industry leaders in subject matter X
Budget available for advertising $10,000 per year 
Available resource/s to manage channel  Will be shared amongst the team with a 9/10 leading this project. 
Proposed content pillars and weighting 

Business unit initiatives – 60% 
Other government initiatives – 20% 

Industry news – 20% 
Content sources Team blogs, industry news websites, etc. 
Content approval process All content will be approved at the Director level.  
Community management plan Comments will be checked daily and responded to where appropriate within 3 business days. 
Plans for after-hours community management The responsibility for after-hours community management will be rotated across our team. Content will be checked once each weeknight and on weekends.  
Escalation plan  If something goes wrong we can go to… 
Multimedia or defamation insurance cover Our multimedia or defamation insurance cover is…
Archiving plan We will use Hootsuite’s and in-platform archiving capabilities.
Privacy management plan We will consult with our legal team to draft a privacy statement for our page. 
Social listening plan Keyword monitor will be set up with Meltwater and checked once a week for community insight and new content sources. 
Business area N/A
Contact details N/A

Close old accounts

There are hundreds of NSW Government social media channels, more pages than customers are likely to need.

We encourage social media professionals to regularly:

  • evaluate strategies
  • partner with other teams to run shared channels 
  • merge or close accounts that are no longer used (for example, due to mergers, machinery of Government changes or funding shifts).

For guidance on how to close down accounts, please see the recordkeeping section.

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