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 Socialmention.com, 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.

Chuan