Toowoomba Regional Council

Toowoomba Regional Council

Toowoomba Regional Council provides local government services in support of the community from north of Yarraman to south-west of Millmerran and includes the city of Toowoomba.

We were approached by the Toowoomba Regional Council as they had seen a dramatic decrease in engagement with their social media in the previous six months and wanted to understand why this was the case and what they could do to improve things. We recommended we perform a thorough social media audit on all channels. As part of the audit, a number of similar regional councils social media activities and metrics were noted and compared to Toowoomba Regional Council.

The audit involved talking directly to three separate staff members within the marketing team at Council, and then conducting a range of assessments using professional software on each of the Council’s social media platforms. A number of observations and recommendations were given in a detailed report, which was presented to all team members following the audit work. A number of specific strategies were suggested. This included updating the profile information across all channels to be more consistent, varying the content production including a better strategy for their approach to Stories content, producing shorter videos than they currently were, and encouraging the Council to engage in specific further training to develop their skill sets including Linkedin and Facebook Ads training.