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Social media

Twitter

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

impressions:

Number of times users saw the tweet on Twitter.

engagements:

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.

engagement rate:

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

Rank

Topic

1

Family, domestic and sexual violence

2

Housing and homelessness

3

Physical activity/nutrition across the life stages

4

Cancer

5

Overweight and obesity

6

Burden of disease and disease expenditure

7

Cardiovascular disease and chronic conditions

8

Health and welfare of Indigenous people

9

Alcohol, tobacco and other drugs

10

Disability

Figure 3.2:Top 5 topics by Twitter impressions, 2018–19The column graph shows AIHW’s top 5 Twitter topics for 2018–19 by impressions. The most popular topic was physical activity with 28,600 impressions followed by family, domestic and sexual violence; burden of disease; homelessness; and the Stolen Generations.
Figure 3.3:Top 5 topics by Twitter engagement rates, 2018–19The column graph shows AIHW’s top 5 Twitter topics for 2018–19 by engagement. The most popular topic was alcohol, tobacco and other drugs with 4.4% followed by socioeconomic equalities in cardiovascular and chronic diseases 4.1%; homelessness 3.4%; nutrition 3.1%; and physical activity 2.9%.

LinkedIn

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.