Managing Multi-Actor Engagement on Social Media


Session Overview

In this session from the 2020 GovComms Festival, Sara Shawky discusses the nature of successful engagement and how social media can unlock positive engagement.

Sara Shawky is a Research Assistant and PhD Candidate at Griffith University.

Sara discusses the nature and definition of engagement, looking at how prominent academics have defined the term throughout history.

Sara explains what she believes to be the four pillars of engagement: connection, interaction, loyalty and advocacy. Sara examines each of these four pillars through the lens of social media. How can we use social media to strengthen the above features of multi-actor engagement?

Sara believes that social media is not being used to it’s full potential for engagement, and that many organisations simply view social media as an extension of traditional engagement strategies. She claims that government and other organisations need to use social media as a relationship-building tool, rather than just an information distribution platform.

After watching this video, you will be able to:

  • Use the four stages of engagement as a model of digital and non-digital engagement.
  • Use social media to produce positive and effective engagement strategies.
  • Understand what organisations are doing wrong with their use of social media, and what we can learn from their mistakes.