Twitter (@aihw) was our primary social media platform for communicating with our stakeholders in 2018–19. We published 220 tweets and had 18,200 followers as at 30 June 2019—an increase of about 15% compared with the previous year (15,800 in 2017–18). The number of views of our tweets rose slightly (2%), with 869,400 'impressions' (see Box 3.1) compared with 852,000 in 2017–18. The topics and reports with the highest level of engagement in 2018–19 are detailed in Table 3.2 and figures 3.2 and 3.3.
Box 3.1: Twitter analytics terms
Number of times users saw the tweet on Twitter.
Total number of times a user has interacted with a tweet, including retweets, replies, follows, likes and clicks on hashtags, links, avatar, username and tweet expansion.
Number of engagements divided by the total number of impressions. Rates between 33 and 100 reactions for every 1,000 followers (0.33% and 1%) are considered to be very high.
Table 3.2: Top AIHW topics/reports based on Twitter engagement, 2018–19
Family, domestic and sexual violence
Housing and homelessness
Physical activity/nutrition across the life stages
Overweight and obesity
Burden of disease and disease expenditure
Cardiovascular disease and chronic conditions
Health and welfare of Indigenous people
Alcohol, tobacco and other drugs
The social media platform LinkedIn was introduced as a communication tool in 2018–19. Senior executives posted articles and discussion pieces to help broaden our reach and develop networks. LinkedIn was also used to notify vacant positions, with staff able to share job vacancies through their networks.
In 2019–20, we will build on our social media presence through the implementation of our new Social Media Strategy and policy. We will continue to use Twitter for targeted communication and increase content on our secondary channels, LinkedIn and YouTube. We will create more visual content, including graphics, video and audio content to better reflect current social media trends.