...

Agenda

We’re in the process of bringing together the best of the best for the 2025 agenda. Be the first to hear about the latest updates by registering your interest on the link below as 20th Social Media For Gov returns bigger & better with a fresh new look and dynamic line up of local and international speakers in 2025.

8:00Registration opens
8:50Opening remarks from the chair


Ross Monaghan
Chair
IABC APAC Region

9:00Crafting a social media strategy to achieve maximum impact and success
  • Defining clear goals for your social media strategy to ensure actions are aligned with your organisation’s objectives
  • Segmenting your audience based on factors such as age, location and interests to effectively tailor your content and message effectively
  • Analysing audience feedback and engagement metrics to refine and optimise your content strategy


Karen Owens
Manager Communications and Marketing
Melbourne Water

9:40Panel discussion: Taking your social media strategy to the next level to stay ahead of the curve
  • Understanding platform demographics and their alignment with your target audience to optimise social media strategy and
    engagement efforts
  • Experimenting with new content format and storytelling techniques such as interactive features and UGC to captivate the audience’s
    attention and enhance engagement
  • Strategically distributing content across relevant social media platforms to optimise content positioning and maximise reach

Panellists:


Haydyn Jones
Associate Director of Social Media
Department of Home Affairs


Kendall Masters
Communications Manager, Social Media
Victoria Police


Kath McKenzie
Executive Manager Community
Engagement and Communications
Northern Beaches Council

10:20Zooming out: Identifying areas of improvement and transforming them into opportunities for growth
  • Conducting comprehensive audits by reviewing accounts, content and strategies to identify areas of improvement and potential
    shortcomings
  • Utilising technology to save time and streamline listening and reporting
  • Building the right culture and procedures to foster strong connections and translating this into communications


Michelle Lee
Acting Manager Digital Content and Social Media Strategy
Department of the Prime Minister and Cabinet

 

STREAM

A

Navigating legal, ethical and privacy challenges in social media to ensure compliance and gain trust

Chair:

Donna Elkins
Digital Content Manager
City of Sydney

11:30Facilitating risk monitoring and crisis management procedures to establish proactive platforms
  • Conducting regular risk assessments to identify potential social media crises
  • Implementing tools for continuous monitoring such as listening platforms, alert systems and analytics to detect potential issues and respond promptly
  • Establishing proactive communication channels to address issues quickly and maintain public trust during crises



Serryn O’Regan
Executive Manager Governance & General Counsel
Evolve College

CEO
Equinim College
12:10Panel discussion: Demonstrating transparency and accountability by implementing policies and monitoring systems
  • Developing comprehensive policies for social media usage to
    navigate content standards, response protocols and privacy
    considerations
  • Navigating monitoring systems to swiftly identify inappropriate
    content and policy violations
  • Utilising platforms to provide updates, share information and
    engage with the public openly and honestly

Moderator:


Serryn O’Regan
Executive Manager Governance & General Counsel
Evolve College

CEO
Equinim College

Panellists:


Liz Grey
Manager, Social Media and Campaigns
NSW Department of Education


Helen Sui
Chief Executive Officer
Moonee Valley City Council


Victoria Ngu
Social Media Specialist
City of Sydney

  • Understanding the ethical importance of copyright in contentcreation whilst emphasising transparency for building audience trust
  • Exploring how copyright limitations can inspire innovative social media strategies and foster out-of-the-box thinking
  • How The Art Gallery of NSW has navigated complex copyright considerations by engaging with artworks and audiences through referential interactive content rather than directly manipulating artworks



Holly Bennett
Senior Creative Content Producer
Art Gallery of NSW

2:30 Balancing privacy, accuracy and ethical compliance in social media
  • Preventing the identification of individuals, protecting private interests and maintaining statistical accuracy
  • Handling and communicating highly sensitive information
  • Strategies for managing misinformation and online hostility 


Analiese Stitt
Social Media Officer
ABS


Xavier Sitsky
Social Media Officer
ABS

STREAM

B

Fostering a unique brand identity and freedom in content production

Chair:

Karen Owens
Manager Communications and Marketing
Melbourne Water

11:30How social platforms reshaped traditional news media and its audiences
  • Exploring the rise of independent journalism and its potential impact on communication strategies
  • How fluctuating trust in traditional media affects perceptions of government transparency
  • Discussing impact of algorithmic restrictions on news content and how emerging platforms reshape public access to critical information


Russ Horell
Chief Revenue Officer
Isentia


Ngarie Crawford
Director, Insights and Research
Isentia

12:10Case study: Crafting an effective social media brand strategy to elevate your organisation’s visibility and impact
  • Learning the key steps to building a strong social media brand and creating content that aligns with your goals
  • Setting KPIs and measuring performance outcomes
  • Discovering common branding mistakes in government and how to avoid them


Mitchell Dye
Corporate Communications (Acting)
City of Greater Gealong 

1:50Case study: Integrating cross-organisational collaboration for unified messaging
  • Finetuning communication protocols through creating
    standard operating procedures for messaging across
    organisations to ensure consistency and clarity in public
    communications
  • Utilising social media leads to run departmental social
    media accounts, resulting in cross collaboration and
    content generation
  •  Conducting regular interorganisational meetings to discuss
    ongoing campaigns and messaging strategies to foster a
    culture of collaboration and alignment


Maddison Stafford
Head of Communications and Media
Austin Health

2:30Panel discussion: Fostering transparency and credibility by maintaining open lines of communication
  • Creating dedicated channels such as press releases, media briefings and social media platforms to provide regular updates and information
  • Monitoring communication channels closely and responding
    promptly to inquiries, feedback and concerns from the media and public
  • Addressing issues openly, quickly and accurately to aid in transparency and build trust

Panellists:


Hannah Robertson
Content and Channel Manager
Royal Melbourne Hospital


Holly Bennett
Senior Creative Content Producer
Art Gallery of NSW


Maddison Stafford
Head of Communications and Media
Austin Health

3:40Risky business: Balancing creativity and caution in social media for government
  • Exploring the intersection between risk and creativity
  • How to spot opportunities for experimenting with your content
  • Discussing frameworks to weigh up risk across channels and topics


Donna Elkins
Digital Content Manager
City of Sydney

4:20Combatting limited resources through automation and prioritisation
  • Investigating automation tools and scheduling software to streamline content creation and posting processes
  • Outsourcing tasks such as graphic design or content writing to freelancers or agencies to assist with limited budgets and staff
  • Prioritising high-impact activities and platforms that align with goals and target preferences to maximize efficiency and effectiveness


Ellen Axford
Manager, Digital Marketing
Australian Trade and Investment Commission
*Virtual presentation

5:10Networking cocktail reception
Join us at the end of day one for cocktails and the opportunity to network with your peers, speakers and sponsors
8:00Registration opens
8:50Opening remarks from the chair


Ross Monaghan
Chair
IABC APAC Region

9:00Crafting a social media strategy to achieve maximum impact and success
  • Defining clear goals for your social media strategy to ensure actions are aligned with your organisation’s objectives
  • Segmenting your audience based on factors such as age, location and interests to effectively tailor your content and message effectively
  • Analysing audience feedback and engagement metrics to refine and optimise your content strategy


Karen Owens
Manager Communications and Marketing
Melbourne Water

9:40Panel discussion: Taking your social media strategy to the next level to stay ahead of the curve
  • Understanding platform demographics and their alignment with your target audience to optimise social media strategy and
    engagement efforts
  • Experimenting with new content format and storytelling techniques such as interactive features and UGC to captivate the audience’s
    attention and enhance engagement
  • Strategically distributing content across relevant social media platforms to optimise content positioning and maximise reach

Panellists:


Haydyn Jones
Associate Director of Social Media
Department of Home Affairs


Kendall Masters
Communications Manager, Social Media
Victoria Police


Kath McKenzie
Executive Manager Community
Engagement and Communications
Northern Beaches Council

10:20Zooming out: Identifying areas of improvement and transforming them into opportunities for growth
  • Conducting comprehensive audits by reviewing accounts, content and strategies to identify areas of improvement and potential
    shortcomings
  • Utilising technology to save time and streamline listening and reporting
  • Building the right culture and procedures to foster strong connections and translating this into communications


Michelle Lee
Acting Manager Digital Content and Social Media Strategy
Department of the Prime Minister and Cabinet

 

STREAM

A

Navigating legal, ethical and privacy challenges in social media to ensure compliance and gain trust

Chair:

Donna Elkins
Digital Content Manager
City of Sydney

11:30Facilitating risk monitoring and crisis management procedures to establish proactive platforms
  • Conducting regular risk assessments to identify potential social media crises
  • Implementing tools for continuous monitoring such as listening platforms, alert systems and analytics to detect potential issues and respond promptly
  • Establishing proactive communication channels to address issues quickly and maintain public trust during crises



Serryn O’Regan
Executive Manager Governance & General Counsel
Evolve College

CEO
Equinim College
12:10Panel discussion: Demonstrating transparency and accountability by implementing policies and monitoring systems
  • Developing comprehensive policies for social media usage to
    navigate content standards, response protocols and privacy
    considerations
  • Navigating monitoring systems to swiftly identify inappropriate
    content and policy violations
  • Utilising platforms to provide updates, share information and
    engage with the public openly and honestly

Moderator:


Serryn O’Regan
Executive Manager Governance & General Counsel
Evolve College

CEO
Equinim College

Panellists:


Liz Grey
Manager, Social Media and Campaigns
NSW Department of Education


Helen Sui
Chief Executive Officer
Moonee Valley City Council


Victoria Ngu
Social Media Specialist
City of Sydney

  • Understanding the ethical importance of copyright in contentcreation whilst emphasising transparency for building audience trust
  • Exploring how copyright limitations can inspire innovative social media strategies and foster out-of-the-box thinking
  • How The Art Gallery of NSW has navigated complex copyright considerations by engaging with artworks and audiences through referential interactive content rather than directly manipulating artworks



Holly Bennett
Senior Creative Content Producer
Art Gallery of NSW

2:30 Balancing privacy, accuracy and ethical compliance in social media
  • Preventing the identification of individuals, protecting private interests and maintaining statistical accuracy
  • Handling and communicating highly sensitive information
  • Strategies for managing misinformation and online hostility 


Analiese Stitt
Social Media Officer
ABS


Xavier Sitsky
Social Media Officer
ABS

STREAM

B

Fostering a unique brand identity and freedom in content production

Chair:

Karen Owens
Manager Communications and Marketing
Melbourne Water

11:30How social platforms reshaped traditional news media and its audiences
  • Exploring the rise of independent journalism and its potential impact on communication strategies
  • How fluctuating trust in traditional media affects perceptions of government transparency
  • Discussing impact of algorithmic restrictions on news content and how emerging platforms reshape public access to critical information


Russ Horell
Chief Revenue Officer
Isentia


Ngarie Crawford
Director, Insights and Research
Isentia

12:10Case study: Crafting an effective social media brand strategy to elevate your organisation’s visibility and impact
  • Learning the key steps to building a strong social media brand and creating content that aligns with your goals
  • Setting KPIs and measuring performance outcomes
  • Discovering common branding mistakes in government and how to avoid them


Mitchell Dye
Corporate Communications (Acting)
City of Greater Gealong 

1:50Case study: Integrating cross-organisational collaboration for unified messaging
  • Finetuning communication protocols through creating
    standard operating procedures for messaging across
    organisations to ensure consistency and clarity in public
    communications
  • Utilising social media leads to run departmental social
    media accounts, resulting in cross collaboration and
    content generation
  •  Conducting regular interorganisational meetings to discuss
    ongoing campaigns and messaging strategies to foster a
    culture of collaboration and alignment


Maddison Stafford
Head of Communications and Media
Austin Health

2:30Panel discussion: Fostering transparency and credibility by maintaining open lines of communication
  • Creating dedicated channels such as press releases, media briefings and social media platforms to provide regular updates and information
  • Monitoring communication channels closely and responding
    promptly to inquiries, feedback and concerns from the media and public
  • Addressing issues openly, quickly and accurately to aid in transparency and build trust

Panellists:


Hannah Robertson
Content and Channel Manager
Royal Melbourne Hospital


Holly Bennett
Senior Creative Content Producer
Art Gallery of NSW


Maddison Stafford
Head of Communications and Media
Austin Health

3:40Risky business: Balancing creativity and caution in social media for government
  • Exploring the intersection between risk and creativity
  • How to spot opportunities for experimenting with your content
  • Discussing frameworks to weigh up risk across channels and topics


Donna Elkins
Digital Content Manager
City of Sydney

4:20Combatting limited resources through automation and prioritisation
  • Investigating automation tools and scheduling software to streamline content creation and posting processes
  • Outsourcing tasks such as graphic design or content writing to freelancers or agencies to assist with limited budgets and staff
  • Prioritising high-impact activities and platforms that align with goals and target preferences to maximize efficiency and effectiveness


Ellen Axford
Manager, Digital Marketing
Australian Trade and Investment Commission
*Virtual presentation

5:10Networking cocktail reception
Join us at the end of day one for cocktails and the opportunity to network with your peers, speakers and sponsors