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Manatū Taonga Ministry for Culture and Heritage Social Media channels and owners The document lists the Ministry’s social media channels, owners, administrators and audience.
Managers must ensure that this list is kept to up to date for their team channels as well as informing the Communications team about new or departing
staff with social media responsibilities.
Read the Social media policy and strategy.
URL
Channel Owner Administrators Audience Notes
out of scope
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out of scope
NZHistory Twitter
Heritage
11,500
Look at shutting down. Write a post on both
Content and
saying we are shifting to MCH. Archive in 6
Production
months. Talk to Caitlin about ensuring the
name cannot be reused.
out of scope
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out of scope
out of scope
out of scope
NZHistory
11.4k
No documented
NZers
1-3 tweets per day, Low
Last updated 25
Twitter
followers
audience
interested in plus retweet
July 2023
history,
content from
https://mobil
historians,
stakeholders
Need to identify
e.twitter.co
teachers
(Archives, Nat Lib)
target audience,
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m/NZHistor
(looking for
strategy etc.
y
resources
Primarily promotes
they can
Today in History
Engagement across
use with
content, taken from
channels consistently
students),
NZ History website
sitting at 5% or less
media
according to HootSuite
analytics.
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out of scope
Te Hua
NZHistory
11.4k followers NZers
1-3 tweets per
Low
Twitter
interested in
day, plus
history,
retweet content
historians,
from
teachers
stakeholders
(looking for
(Archives, Nat
resources they Lib)
can use with
students),
Primarily
media
promotes Today
in History
content.
out of scope
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5
To be effective Manatū Taonga social media channels must:
- align with the Ministry’s strategic priorities and our strategy, Te Rautaki
- direct people to information about our organization and drive people to
our website.
- help us engage with members of the public, the cultural sector, our
stakeholders and our staff.
- highlight our stewardship role by promoting the work of the wider
cultural system.
- promote and highlight the importance of our work.
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A successful social media presence requires adequate resourcing. The
Manatū Taonga channels including Facebook, Instagram, X/Twitter,
LinkedIn and YouTube are currently managed by 0.25FTE Senior
Communications Adviser, with input from the rest of the Te Pae Tuitui
3
Kōrero and the wider organisation.
7
Te Ara, NZHistory and other Te Hua social media channels have previously
been managed by the history team. Over time, resources have been
diverted away from social media, due to it not currently achieving the goal
of driving audiences to the Te Ara and NZ History websites, and to meet
resourcing needs elsewhere. Te Pae Tuitui Kōrero has monitored some of
these channels for Te Hua, but this is no longer sustainable.
8
With a number of active social media channels and limited resourcing this
paper recommends the decommission a selection of our social media
channels, where these do not deliver significant benefits for the organisation
or have a clear strategic purpose. This will enable Te Pae Tuitui Kōrero to
focus its time on the Manatū Taonga branded channels.
Social media channel recommendations
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Recommended for decommission:
- Te Ara Facebook
- Te Ara X/Twitter
- NZHistory Facebook
- NZHistory X/Twitter
- Manatū Taonga X/Twitter (keep dormant for emergency purposes)
10
Audiences for Te Ara and NZ History social media channels have been
shifting with the wider social media landscape. These channels have been
averaging 1-2 posts per week and analytics show that engagement has
consistently been at 5% or less. Due to limited resourcing recent posts have
been minimal.
11
Google Analytics show us that even the most engaging posts are driving
very little engagement with Te Ara or NZ History websites. For example,
the highest engagement on Te Ara’s Facebook page in 2023 was a post
highlighting a new biography on Margaret Orbell, with 67 likes and 3
shares. This was the 5th most visited page on Te Ara that day with 33 hits
and a relatively short active engagement time spent on the website. The
benefit tails off immediately, with near to no engagement the following day.
12
With fewer resources available in both Te Hua and Te Pae Tuitui Kōrero,
the recommendation is to free up the time that would be spent on
managing the Te Ara and NZ History social media channels as they drive
low engagement to the websites. Content from Te Ara and NZ History
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sites can be posted on the Manatū Taonga channels with input from Te
Hua.
13
It is recommended that the Manatū Taonga X/Twitter channel is made
dormant and is used in emergencies only.
3
14
Over recent years X/Twitter has seen decreased engagement with
audiences, a deluge of misinformation and polarising content, which
undermines trust in the platform. A range of government and cultural
sector agencies are not active or have left X/Twitter, including the National
Library, Ministry for Women, and Creative NZ.
15
In a 2020 review of Manatū Taonga social media channels, it was decided
that any channels for past Te Pae Wānanga projects which are no longer
active should be decommissioned. A list of these channels can be found in
the appendix of this paper. This review recommended 15 individual
channels for decommissioning. Due to difficulty accessing these channels
not all have been closed. Te Pae Wānanga, with assistance from Te Pae
Tuitui Kōrero, will attempt to decommission these channels as soon as
possible.
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out of scope
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Over time, audiences from Te Ara and NZ History channels will be
encouraged to migrate to the Manatū Taonga corporate channels. Te Ara
and NZ History work will continue to be promoted on the Manatū Taonga
channels.
Consultation
27 Manager Te Pae Mahara has been consulted on the recommendations in
this paper.
Recommendations
28
It is recommended that Te Kāhui Mataaho:
agree to decommission the following social media channels:
- Te Ara Facebook
- Te Ara X/Twitter
- NZHistory Facebook
- NZHistory X/Twitter
- Manatū Taonga X/Twitter (make dormant)
agree to, where possible, decommission the 15 social media channels
recommended to be closed as part of the 2020 review of Manatū Taonga
social media channels.
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