Building Trust in Government via Social Media

Create Connection, Understanding, Affinity & Trust Online

Online Course

15 September 2025 | 10:00am to 2:30pm AEST
17 September 2025 | 10:00am to 2:30pm AEST

Overview

Create Connection, Understanding, Affinity & Trust Online

Trust has never been more important for public sector agencies, in a world where opinions are shared, searched and seen on the public social web. Our lives are now shaped by digital experiences, where influence is earned by access – not authority.

What does this mean for the public sector, that needs the trust of key audiences to shape policy and deliver services in an efficient, effective way? How should it use these channels that provide direct access to the audiences who matter most?

Trust will not come from creating more content. Trust will not come from a well-curated content calendar or perfectly produced posts. In fact, with so many voices today, listening has become an even more valuable discipline – to better connect, understand, and communicate with key audiences.

So, how should the sector use social media, and what needs to change?

There is a wonderful opportunity to rethink social media and, in doing so, reconnect with stakeholders. To restore energy and pride among sector staff, collaboration and innovation with partners, and affinity and trust from the many communities the sector serves. At the heart of this opportunity is not platforms, but people.

This course pulls back the curtain on social media algorithms and common missteps, to equip you with the skills and knowledge you need to harness these opportunities and lead your agency forward. It is full of data-backed evidence and real-life examples that show the way, alongside practical frameworks to help you put it all into practice yourself.

If trust matters to you and your agency, and having a clear strategy and skillset for social media will help you shift perceptions with both internal and external stakeholders, this is the course for you.

five person by table watching turned on white iMac

a man sitting in front of a laptop computer

Learning Outcomes

By the end of this course, participants will be able to:

Understand how social media algorithms and user behaviours really work
Know how global leaders use social media effectively, and how to apply their best practices to your own strategies and programs
Know where to invest your time, effort and resources for maximum impact (and what to avoid)
Have the evidence and examples needed to influence internal teams, secure buy-in, and drive positive change.

Who Should Attend

This course is designed for Communications & Media, Digital, HR and Stakeholder Engagement, including those advising senior leaders or responsible for setting social media strategy and operations across Local, State and Federal Government. It is also invaluable training for team leaders looking to learn how they can harness social media within their teams to outperform peers and reach desired outcomes sooner. You do not need to be a social media subject matter expert to attend.

Why Attend

This course equips government professionals with the frameworks, tools, and confidence to use social media purposefully- to build trust, engage communities and lead strategic communication with clarity and impact.

Meet Your Trainer

Roger Christie, Managing Director, Propel

Roger Christie is the managing director of Propel – a multi-award-winning advisory firm that helps organisations get social media right in the moments that matter. Roger is a LinkedIn Top Voice and sought-after speaker on the importance of digital reputation. For well over a decade, he has provided LinkedIn training and counsel to thousands of professionals across the public, private and NGO sectors for clients including: the ACCC, the AICD, Australia Post, Coles, CommBank, IAG, Mirvac, Suncorp, UniSuper, Westpac, and more than 50 federal, state and local government agencies.

Roger also hosts the Your Digital Reputation podcast, and is the lead author of the Digital Reputation Report – which recently analysed the LinkedIn efforts of 100+ of our most senior public servants across State and Federal levels.

The Agenda

	Day 1 \| 15 September 2025
10:00AM	Trust & Social Media Welcome & Introductions Speaker introduction Participant introduction Two questions: what social means; your key goal for this course
10:15AM	How Trust is Earned & Lost Online Institutional and individual trust, and key frameworks Search and social media trends Why trust and reputation are the focus for social media
10:00AM	Break
11:10AM	Social Media Mythbusting Debunking common myths and missteps online How the platforms really work Practical alternatives for better performance
11:55AM	Global Leaders & Best Practices Group discussion: who do you admire? Case studies from within and beyond the public sector Identifying key principles
12:40PM	Lunch
1:10PM	What to Focus On (& Avoid) The key ingredients for any social media program (warmth, purpose, audiences and people) Balancing best practice and regulation Why buy-in is so important (and how to get it)
1:55PM	Break
2:05PM	Activity: What Should You Stop/Start/Change? Individual reflection from day one learnings Identifying improvement areas Brief group discussion
2:25PM	Reflections & Closing Remarks
2.30PM	End of Day 1

	Day 2 \| 17 September 2025
10:00AM	Enhancing Your Strategy & Programs Welcome & Recap Key points from Day One Purpose and agenda for Day Two Creating your trust-based “SOAP” for social
10:15AM	Activity: Role of Social, Goals & Measures Setting an agreed “role” for social Designing goals and objectives that matter Learning what to measure, and how
11:00AM	Break
11:10AM	Activity: Ownership & Operating Models Who 'owns' social media, and why? Structuring an effective social media operation Key considerations
11:55AM	Activity: Strategy, Partnership & Programs Designing a strategy that works Communicating your vision Bringing your strategy to life (channels, programs, resources)
12:40PM	Lunch
1:10PM	Activity: Equipping Your People Balancing policy, approvals and education Building internal trust and credibility Engaging different levels
1:55PM	Break
2:05PM	Activity: Your “SOAP” & Next Steps Reviewing and finalising individual SOAPs Group presentations and peer review of key themes/activities
2:50PM	Reflections & Closing Remarks
3:00PM	End of Day 2

Here's what your peers had to say

"

"Thank you for that – it was one of the most useful and intentional sessions I have ever watched. I'm off to put a plan around my LinkedIn profile right now!"

"

"Easy to understand. Great instructions, examples and actions as you go. The actions are small and build upon each other, which makes me feel like I am getting value and making improvements straight away.”"

"

"It was an invaluable session and I’ve had "warmth over competence" in my head ever since. And, not coincidentally, had two of my highest engaging posts shortly afterwards!"

"

"There's no one better placed to help us in this space."

"

“An excellent session that has triggered lots of discussion since amongst my colleagues. The concepts discussed are clear, insightful and easy to implement in your own social media strategy. I shall certainly be changing the way I think about a few things.”

"

"Thank you again for this session. The time with you was gold."

"

"This program is first rate, so thank you. And that's the feedback I'm getting from others, too."

"

“I only met you and engaged with your business recently - super impressed with your insights, ability to read where the customer is ‘at’ and care for quality outputs. Keep it up, Roger.”

"

"Thanks Roge, yesterday was brilliant. I have you pencilled in for a repeat session to keep building on our skills."

Ready to level up your public sector skills?

Join peers from across government for a practical, expert-led training designed to build your capability, confidence, and career progression. Seats are limited. Register now to secure your spot.

For group bookings (10+), payment enquiries or custom training options, reach out at training@publicsector.academy

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About Us

Public Sector Network is a social learning platform that exists to help government around the globe break down silos, collaborate, and work together for better outcomes for citizens.

PSN’s growing community spans across federal, state, and local government departments, healthcare, and education, allowing members to share information, access the latest in government innovation, and engage with other like-minded individuals on a secure and closed-door network.

PSN Academy is a trusted partner in professional development, dedicated to empowering public sector professionals with the knowledge and skills they need to drive meaningful impact. We deliver innovative training programs and learning experiences that align with the unique needs of government and public service organisations.

Our mission is to build capacity within the public sector by providing high-quality, practical, and accessible learning opportunities. From leadership development and project management to cutting-edge topics like AI, data analytics, and psycho-social risk management, we offer tailored programs that reflect the challenges and priorities of today’s public service.

At PSN Academy, we pride ourselves on delivering content informed by global best practices, guided by the APS and state-based learning frameworks, and facilitated by industry-leading experts. Our flexible delivery options include in-person workshops, virtual training sessions, and hybrid models to suit diverse learning preferences and operational needs.

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