Social Networks and Social Media Monitoring

Last week, it was talked about Australian Taxation Office’s social media engagement. It is more focus on its twitter usage. In this week’s blog, more focus will be put on its facebook page.

ATO Facebook Insight

As shown by the Facebook insight on 22nd Sep, there are only 272 people talked about ATO.  Furthermore, as shown in the figure, trend of people’s talking about rate and like rate in past month remains unchanged. The trend has nothing big change which almost remains around 200 people per period.  According to the review of ATO’s Facebook Page, it is found that there is no much effort put on the customer comments’ reply. Similar with its Twitter account, as mentioned by last post, the Facebook page and Twitter account is managed by someone on behalf of ATO who only in charge of posting some “boring” and “official” posts, which let people feel sense of distance.

ATO Facebook insight Oct

However, compare to the Facebook insight of ATO on 2th Oct, the figure of  “talked about” has dramatically increased to 1,925. based on the research, this could be caused by some recent posts related to the closing date of tax return.  Additionally, between 22nd Sep and 5th Oct, some people posts on the page of ATO to express their different opinion against ATO services and/or ask for help. However, it is also found that, like previously, the reply of these comments is just like: ” thanks for your advise, please refer to www. ourwebsite to lodge your complain…”, which let me think crucial decision must be made on someone who is not control and monitor the facebook page. But, if in this case, how come ATO registered this Facebook official page but with no prompt management.

Meanwhile, good news is that, according to, there are more than 137 neutral sentiment were catched by the website, with 22 positive and 14 negative sentiment mentioned. Unfortunately, as indicated, “strength” – the likelihood of the band been discussed on social media is only 2%, which is relatively lower than others, like Immigration Australia (4%).

To sum up, it is cleared that the ATO is not get involved deeply enough of social media and social network. Improvement, based on self opinion, could focus on engagement/ relationship with the public by providing prompt and practical reply to any comments first.

Thanks for reading today. Comments always welcomed.



More engagement = better services?

Organization from the professional service sector also uses social media technologies that help them to success with achieving benefits. In this week’s blog, I am going to talk about the relationship/interaction between the Australian Taxation Office (ATO) and their social media (particularly focus on blog, twitter, and wikis today) usage.

As we all known, ATO is an Australian government statutory agency who respond in Australian federal taxation system, superannuation system, Australian business register and co-responding for tertiary education loan system in Australia.


As part of ATO’s online services, they are aiming to communicate with the community in different ways. Based on their websites information and research, they have launched three more channels of communication via social media platform;

Twitter- latest updates on new measures, changes to legislation, reminders of due dates, system outages, upcoming events and new products;

Facebook- updates on a wide range of important information you need to know about your tax and superannuation;

YouTube- videos on various tax administration topics to keep you up to date with what’s new and important for you to know about your tax and super.

Also, ATO has a site under Wikipedia, talking about its history, organization structure, strategy direction, performance and etc.

According to ATO’s latest annual report, there were over 9,270 followers in Twitter, and this figure increased to 15,080 (accessed on 12/09/13) in 2013. However, it is found that there are almost no comments under each tweet, which means it is only a way to share information that already exist to the public but rarely “communicate” with the community. Even though ATO itself has the positive view of their community engagement process, I personally still think it is not enough. For example, there is no blog been used as a second source of service guide, and limit communicate interact even in the twitter. Maybe that is because of its characteristic as a governmental agency which presents legislation and/or government. Thus, each activity/reply in the Twitter should not been on behalf of the employee who is behind the screen, which lets the communication actually being harder and too official.

ATO cares about social technics and communication with the community. Relates these social technologies engagement to value levers that mentioned by McKinsey Global Institute, 2012, the most related one is to improve collaboration and communication. Yes, ATO is encouraging the public to communicate with them by using Twitter and other social media platform as talked above. They contributes to increase their speed of any legislation changes, new announcement published and launches new product. Maybe there is a briar in the way of communication and collaboration, but it is much better. Further, social platform, for instance, Twitter, also helps to gather information. There is no doubt that, Twitter helps ATO collect information from the public and also provide the feedback of their services. It should be noticed that, ATO conducts interviews and primary research with end user while these platforms as well.


So, does implementation of more social technologies equal to better professional service? In ATO’s case, I think it is, but it can be better.

Thanks for reading and look forward any comment.