Guidelines for influencers: interacting with your audience on NSW Government campaigns

Do: 

• Respond to genuine comments, questions and concerns in a timely manner, providing helpful and informative answers. 
• Engage positively and professionally with your audience in accordance with NSW Government values and standards. 
• Let your audience know if you don't have the answers to their questions and assure them that you will find out for them, providing an expected response time if you know it. Remember to follow up once you know the answer. 
• Use approved responses provided by the NSW Government when answering questions you’re unsure about. For further guidance, reach out to your NSW Government contact for guidance. 
• Escalate any negative or defamatory comments, messages or comment themes to the team you were briefed by. 
• Hide or delete comments that breach policies and community guidelines. This can be done natively on Facebook. For Instagram, we recommend turning on advance comment filtering.  
• Be transparent about your partnership with the NSW Government by including hashtags such as #PaidPartner, using in-platform features such as ‘branded content’ and tagging the account in your posts. 
• Review and follow the Australian Influencer Marketing Code of Practice for any additional guidelines that may apply. 

Don't: 

• Engage in arguments or controversial discussions that could damage the reputation of the NSW Government or the campaign. 
• Make any false or misleading claims. 
• Respond to sarcastic or non-serious questions. 
• Endorse or promote any political or controversial views. 
• Post inappropriate content that may go against the NSW Government values or that of the campaign. 

Things to consider: 

• When filming in public places, avoid filming other people to the point where they are recognisable. 
• Avoid filming artworks or buildings that are not permanent public displays, otherwise permissions must be sought. 
• Please ensure that you obtain approval before posting any content related to the campaign we have briefed you on.