My social

As the Social Media Manager for Swinburne, I led a team of two to achieve the second-highest Facebook engagement and create the ninth-largest community in Australia’s education sector (Social Media Pulse Awards 2013).  I am experienced in managing issues, crisis communications and viral activity on social.

In my current role as Advisor,  Digital and Customer Projects with Yarra Trams,  I am delivering digital strategy and everyday management of website, social, app and customer projects. I have implemented a Hub and Spoke model to manage content and conversation across web, app and social. This digital governance model includes strategy, guidelines, standards, training and reporting.


  • Successfully implemented a Hub and Spoke model to manage digital channels at Yarra Trams
  • Increased Yarra Trams’ social community from about 80K to more than 220K followers
  • Successfully managed crisis communications and viral activity on Twitter during the university’s Transforming Swinburne announcement in 2012
  • Presented keynote ‘Managing organisational change in 140 characters’ at the 2013 Social Media Marketers in Tertiary Education conference
  • Swinburne’s post 15 things you should never ask a college student on Buzzfeed went viral with more than 417K views
  • Increased Swinburne’s Facebook page likes from 15K to about 80K to become the ninth-largest community in Australia’s education sector (Swinburne is ranked 25 in student population size)
  • Increased Swinburne’s share of Facebook engagement from 7.0 per cent to 9.9 per cent, to gain the second-largest share in Australia’s education sector
  • Increased monthly reach of Facebook posts from less than 100K to more than 2.5 million users
  • Increased @Swinburne on Twitter from less than 4K to more than 12K followers
  • Successfully positioned the Deputy Vice-Chancellor (Academic) as a thought leader in higher education and online learning, by developing the Higher Ground blog and social media strategy
  • Deputy Vice-Chancellor (Academic) named in the top 10 social media influencers in Australia’s higher education sector by The Guardian

Content examples

As the Social Media Manager at Swinburne, I was fortunate to manage digital media students for 12-month Industry-Based Learning placements. I mentored two brilliant and talented students – Chris Wong (2013) and Alice Tolson (2014). Here are examples of social content they produced as part of the university’s social media team of two. Some of the images were taken by me.