Our content is getting better, our strategy is not
A few bangers don’t make a channel worth following, nor do they equate to strategy.
It’s time to give reach the same status as reputation
A media response can command hours of senior attention, while a major social channel can underperform for years without becoming an executive concern.
State vs State: public sector socials edition
Which state does Australia’s best public sector social media? I went deep to find out.
If your goal is awareness, stop thinking in channels
For awareness campaigns, maybe we need to stop asking what to post - and start asking how we get onto people’s phones.
Surviving the content-shredding online tornado
Every post you publish is thrown into a chaotic environment where most content disappears instantly, while a small number of posts are amplified in unexpected ways.
Young Kiwis deserve so much better from government comms
If you’re a young person in New Zealand, chances are you barely see government communication at all. In 2026, we should expect better.
How not to leave X
New Zealand Parliament’s exit from X became political theatre. It didn’t need to.
How to make content people want to share
Why do we share content? And what does that little act say about us? Explore how to make content your audiences will happily amplify.
2026 vibe check: ‘everyone feels as cooked as me’
A survey of Better readers on what they learned in 2025 … and what they expect and hope for in 2026.
Your content and social spring clean to-do list
Spring is a great time to get your house in order - and that goes for your social media and content houses, too.
The Risk Paradox: Why serious messages need less seriousness
Credibility doesn’t come from tone or language. It comes from consistency, and relevance.
How to triage content requests (with flowchart)
This article is all about triaging content requests in a way that actually works - because you’re not a dumping ground or a posting service; you’re a strategic function.
Key steps for hiring a social media advisor
Hiring a social media advisor in government can be tricky. Someone with a digital marketing background might know how to shift units, but that’s often not what you need.
State of Govt Social Media 2025
Twice a year I trawl through more than 630+ New Zealand council and government social media pages. Here’s what I learned.
Your social media emergency checklist
In the midst of a crisis, social media becomes a lifeline. This checklist will help you build trust, counter misinformation, and maintain meaningful connections when they’re needed most.
People-First : social media principles for the public sector
These principles put people at the heart of public sector social media - both the dedicated people managing our channels and the diverse communities we serve.
Are you broadening or deepening engagement on social media?
If you want an instant gauge of how strategically you're using social media, see if you can answer this one critical question.
Want to take more content risks? Own the consequences
Ultimately, if you can’t convincingly explain the reasoning for taking a bolder approach, and you aren’t willing to put your neck on the line for it, it might not be the right approach.
How to set better targets using lead measures
When it comes to executing a strategy, lead measures eat lag measures for breakfast. Here’s why.
Ditching X? Make sure to think it through
Getting rid of the mess that is X is understandable for public sector organisations. But is it also shortsighted?