ABC Friends Victoria has made steady progress across all social media platforms in 2024, largely the result of dedicated work and sharp focus by our Youth Engagement and Social Media Officer, Georgina Favaloro.

Our youth engagement strategy has gathered momentum across Instagram, Facebook, TikTok and Linkedin. The most noticeable increase in youth engagement has occurred in our followers on TikTok and Instagram.

In her final report for the year Georgina said numbers have increased and the demographics have started to shift and even-out between the 18 – 65 + age brackets.

“Regular posting, youth focused content and the Amplify competition have all helped to increase our reach and build the foundations of a youth audience, while also catering to our existing older demographic,” she said.

Key factors that have helped to build momentum include:

  • Groups engagement – photos and stories from ABC Friends events
  • Focus on the arts, Australian writers, film and music content
  • Commentary on the antics of Murdoch media, AI, fake news, and mis/disinformation controversies
  • Youth competitions
  • Interactive stories, and
  • Community events.

We are reviewing our presence on X following an exodus from that platform after the political activities by owner Elon Musk, and the advent of a new platform Bluesky.

We thank Georgina for her fabulous work and regular reporting to the Communications Subcommittee throughout 2024 and wish her well in her new permanent role in a Collingwood advertising agency.

We have been fortunate to find a similarly qualified candidate to replace Georgina in her important youth engagement role.  Monique Pollock joined ABC Friends Vic in November and has quickly taken up the challenge of building momentum, where Georgie left off. Please make her welcome.

Monique attended the Annual Dinner om Friday 22 November and has started posting about the event and address by ABC Chair Kim Williams AM. Look out for her regular posts and provide feedback if you have comments.

In the upcoming election campaign, we expect to target younger audiences who are plugged in politically, particularly through university groups. These audiences are likely to be interested in media, social justice, politics and the arts, all of which are featured on the ABC.

We would welcome your help in expanding our reach on TikTok, Instagram, Facebook and LinkedIn.