Institute of Public Administration Australia (ACT) Limited

On this episode of Work with Purpose, we cross over with the GovComms podcast to bring you a conversation with Heather Lansdowne, social media manager at the Australian Bureau of Statistics, about how to turn government content into something people actually care about.

Governments generate endless information, but so much of it goes unseen. As the social media manager at the Australian Bureau of Statistics, Heather and her team are turning heads in the government space, proving that data can be engaging, relatable, and even fun. She’s helped reshape how agencies communicate, bringing bold ideas and engaging content to the table. Her fresh approach connects with audiences in ways traditional comms never could.

From navigating government approvals to making stats go viral, Heather shares how agencies can rethink their content strategy in conversation with host David Pembroke, CEO of contentgroup. She talks about building trust with leadership, using humour to engage audiences, and why governments need to act more like digital publishers. Whether you’re a social media pro or a government communicator looking to push boundaries, this episode is full of insights, strategies, and inspiration to help you create content that truly connects.

Heather and her team’s excellent work earned them a 2024 Spirit of Service Award celebrating how it has enhanced community engagement, utilising ABS data to drive discussions on the economic climate and fostering transparency and trust.

Know of a public service project or program worth celebrating? Make sure to nominate for this year’s Spirit of Service awards by 2 June.

Key tips

1. Build trust by showing results. Creative government social media works best when leadership trusts communications teams — and that trust is earned by regularly sharing evidence of impact, like reach, engagement, and real-world outcomes.
2. Make content simple, human, and contextual. The most effective posts use plain English, relatable examples, and clear comparisons. Instead of just stating a statistic, explain what it means by comparing it to the past, another place, or everyday experience.
3. Make changes gradually and let the data guide you. You don’t need to become wildly funny overnight. A strong approach is to get “1% more fun” or engaging, test what performs better, and keep iterating based on the data.