Social Media

We use social media to communicate with people in a meaningful way. Social media channels such as Facebook, Twitter, and LinkedIn enable us to engage in two way communication with our clients while they are online. These channels also allow our clients to share information they think is valuable with their connections.

In the past few years, we have worked hard to expand our social media community to provide more Australians with an alternative way of accessing information about tax and super. Our social media community has expanded since July 2013 and is made up of over 85,000 individuals and businesses interacting with our social media profiles. This rapid growth validates our efforts to provide a trusted source of tax and super news online and empower the community to access the information they need to easily meet their tax and super obligations.

This tax time we used a combination of paid and unpaid social media messaging to promote our online lodgment options. This technique recognised the community’s use of social media and influenced its ability to be shared beyond the immediate audience to help drive traffic to our lodgment webpages. Tax time consistently saw an increase in Facebook fans above other months. During Tax Time 2014, new fans were increasing at the rate of 104 each day. Social media formed an important component of the tax time communication suite of activities that aimed to drive online lodgement this year.

Our increased social media community brought with it an increased number of questions. We work across the organisation to ensure our clients receive a quick response and a seamless experience. In addition, we undertake research to ensure our clients receive messages that are helpful, unobtrusive and are delivered at a time when people are using their social media profiles.

Social media helps us to deliver on our commitment to make online interaction our preferred method of contact with the community as well as offering a new, different kind of personalised service. YouTubeExternal Link presents a number of opportunities for us that cannot be replicated using mainstream media. It enables direct engagement with people for us to promote, inform and educate them about our products and services. We uploaded 243 new YouTube videos and received 1,088,223 views during tax time 2014. This brings our total lifetime video views on YouTube to 4,063,667 in the channel's lifetime.

Our social media channels play an important role in our interaction with the community. Our most popular social media posts include messages about tax time, scams, deductions and new obligations. For example, a Facebook post about current online tax scams published in early August 2014 was viewed 2.4 million times and was shared an impressive 50,153 times. Measures like these provide a sustained way of communicating with the community and helping them avoid becoming victims of online fraud – all at a reasonably low cost to the taxpayer compared to other media.

Through these activities, we aim to inform the community and better equip them to participate in our tax and super system. This aligns with our Strategic Intent to reduce compliance and red tape costs.

Last modified: 07 Mar 2016QC 43589