--- title: "EP#174: Trust, Humour and Bureaucracy: The Secret Sauce of Gov Social Media" description: Governments generate endless information, but so much of it goes unseen. So, how do we turn it into content people actually care about? image: https://blog.govcommsinstitute.com/hubfs/GOVCOMMS%20ANNOUNCMENT%20TILES%20Ep%20174-1.jpg --- Talk to us [![fb](https://blog.govcommsinstitute.com/hubfs/facebook-brands.svg)](https://www.facebook.com/govcinstitute) [![li](https://blog.govcommsinstitute.com/hubfs/linkedin-brands.svg)](https://www.linkedin.com/company/govcomms-institute) [![tw](https://blog.govcommsinstitute.com/hubfs/twitter-brands.svg)](https://twitter.com/govc_institute) [![in](https://blog.govcommsinstitute.com/hubfs/instagram-brands.svg)](https://www.instagram.com/govcommsinstitute/) [![logo-white](https://blog.govcommsinstitute.com/hs-fs/hubfs/logo-white.png?width=197&height=40&name=logo-white.png "logo-white")](https://contentgroup-19617054.hs-sites.com/home-2) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=197&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/podcast/ep174-trust-humour-and-bureaucracy-the-secret-sauce-of-gov-social-media) - [Podcast](https://blog.govcommsinstitute.com/podcast) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) [Back to blog](https://blog.govcommsinstitute.com/podcast) # EP#174: Trust, Humour and Bureaucracy: The Secret Sauce of Gov Social Media [![](https://blog.govcommsinstitute.com/hubfs/GovComms%20Institute%20Logo-01.jpg)  GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team)  | Feb 12, 2025 11:11:10 AM [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) ![](https://blog.govcommsinstitute.com/hubfs/GOVCOMMS%20ANNOUNCMENT%20TILES%20Ep%20174-1.jpg) Governments generate endless information, but so much of it goes unseen. So, how do we turn it into content people actually care about? In this episode of GovComms, David Pembroke chats with Heather Lansdowne, a leader in transforming social media in government. As the social media manager at theAustralian 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. 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. ## Stream the episode on Spotify:   ## Discussed in this episode: - Making government content engaging by turning reports into stories. - Building trust with leadership to get buy-in for social strategies. - Using humour to make statistics fun and relatable. - Navigating approvals while staying compliant. - Exploring social media trends in government. - Showcasing ABS’s social media success. ## Show notes: - [Data Release Calendar | ABS](https://www.abs.gov.au/release-calendar/future-releases-calendar) - [Graphic Design App | Canva](https://www.canva.com/) - [Social media | ABS](https://www.abs.gov.au/census/census-media-hub/social-media) - [GovComms Podcast | Blog](https://blog.govcommsinstitute.com/podcast) Watch the full episode: ## Transcript: [A transcript of this episode can be found here.](https://blog.govcommsinstitute.com/hubfs/GovComms%20Ep%20174%20Transcript-2.pdf) --- ###### About the Author GovComms Institute Team ### On the same subject ### [EP#176: From Google to AI: The Search Revolution Explained](https://blog.govcommsinstitute.com/podcast/ep176-from-google-to-ai-the-search-revolution-explained) [GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team) [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) ### [EP#175: How to Speak with Power & Build Trust: The Gravitas Masterclass](https://blog.govcommsinstitute.com/podcast/ep175-how-to-speak-with-power-build-trust-the-gravitas-masterclass) [GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team) [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) ### [EP#179: Calm in crisis: Rebuilding trust through communication](https://blog.govcommsinstitute.com/podcast/ep179-calm-in-crisis-rebuilding-trust-through-communication) [GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team) [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=200&height=41&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/) A global platform for government communicators. - SITE MAP - [Home](https://www.govcommsinstitute.com) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) - LEGALS - [Privacy Policy](https://www.govcommsinstitute.com/pirivacy-policy) - [Terms & Conditions](https://www.govcommsinstitute.com/terms-and-conditions) - CONTACT US - [+61 2 6273 0232](tel:+61%202%206273%200232) - [govcomms.institute@contentgroup.com.au](mailto:govcomms.institute@contentgroup.com.au) - [Level 3, 2 Mort Street, Canberra, ACT 2601 GPO Box 2381, Canberra, ACT 2601](https://goo.gl/maps/4iAFuvdJ1KbTe28CA) - Copyright © 2020 contentgroup Theme designed by [Markentive](https://www.markentive.com/)