National Broadband Network

The NBN is an open access data network under development in Australia. It is based on the premise that fixed line and wireless broadband connections are sold to retail service providers who then sell internet access to consumers. The NBN was subject to political and industry debate for a number of years, before construction actually commenced.

The Challenge

Establish and online community for the highly contentious National Broadband Network rollout, allowing people to discuss and share concerns and ask the government direct questions, while avoiding exposing the department to undue criticism.

Insight & Approach

Create an NBN Facebook community sharing news and updates together with a bespoke ‘Q&A’ app allowing people to ask questions directly and search most common concerns. We provided social media training and ‘Rules of Engagement’ manual for internal community managers. We also conducted a 12 month social media listening report to monitor sentiment and tone of conversation.


Facebook community grew rapidly with NBN app fielding thousands of questions to date with conversation and sentiment remaining positive. NBN senior management now has ‘buy in’ into Facebook community with three additional community┬ámangers being hired and trained up.

Questions via Q&A app with overall positive sentiment