In 2020, Social Media Perth founder Meg Coffey invited me to write regularly for the #SMPerth website, giving me the opportunity to editorialise on the changing world of social media marketing with more of a focus on Australia.
How Data Ethics Can Respond to The Social Dilemma
For Social Media Managers, Every Day is Back to School for Development
Behind the Customer Persona
Mea Culpa: Recovering from a Social Media Mistake
Pop Culture Hits Social Media Managers Hard
Community Moderation: Mental Health in the Community
Community Moderation // Putting Away the Big Stick
Why B2B Content Marketing Needs to Lighten Up
The Cure for Post-Pandemic Images
![[22 June 2020] Code Breakers: Why Every Marketer Needs a Little HTML](https://jonathancrossfield.com/wp-content/uploads/code-breakers-marketers-html_huge_it_small_portfolio.jpg)
[22 June 2020] Code Breakers: Why Every Marketer Needs a Little HTML
![[19 June 2020] Do You Want Some Values With Your Tea?](https://jonathancrossfield.com/wp-content/uploads/brand-values-tea_huge_it_small_portfolio.jpg)
[19 June 2020] Do You Want Some Values With Your Tea?
![[17 June 2020] Breaking Off the (Social Media) Engagement](https://jonathancrossfield.com/wp-content/uploads/increased-engagement_huge_it_small_portfolio.jpg)
[17 June 2020] Breaking Off the (Social Media) Engagement
![[17 June 2020] Laying Down the Law](https://jonathancrossfield.com/wp-content/uploads/accc-law-defamation_huge_it_small_portfolio.jpg)
[17 June 2020] Laying Down the Law
Not Accepting Replies At This Time
Perfecting Pandemic Personas is a Post-Lockdown Priority
Managing Your Personal Brand in Social Media
Disney Fails to Master the Force in Social Media
How (Not) to Write a Marketing Email During a Pandemic
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How Data Ethics Can Respond to The Social Dilemma
The general public is increasingly cynical and suspicious of how technology – particularly social media – captures and uses personal data. But the only reason data has become so valuable to these platforms is because marketers are willing to pay for access. -
For Social Media Managers, Every Day is Back to School for Development
Time for a little educational play. Social media keeps changing, which is a challenge for social media managers who need to keep up without being constantly distracted. -
Behind the Customer Persona
Everyone is your customer, right? One of the most common mistakes businesses make with customer personas is trying to encapsulate any and every potential customer to avoid leaving anyone behind. -
Mea Culpa: Recovering from a Social Media Mistake
When a mistake or ill-advised post triggers a social media backlash, ignoring or deleting the problem can prolong the crisis. Sometimes, the easiest way to diffuse a situation in social – and possibly even GAIN trust – is to admit when you get things wrong. -
Pop Culture Hits Social Media Managers Hard
Social media managers routinely need to demonstrate levels of pop culture knowledge far beyond the rest of us mere mortals. But staying on top of what’s happening in every corner of the internet isn’t easy. -
Community Moderation: Mental Health in the Community
The mental health impacts of moderating social media are often ignored. How can businesses and managers protect their community moderators from burning out? -
Community Moderation // Putting Away the Big Stick
In 2020, social media seems more divisive than ever. And this is creating even greater challenges for moderators trying to steer their brands through various social media minefields. -
Why B2B Content Marketing Needs to Lighten Up
B2B content has a reputation for being more formal, serious and, be honest, bland. But it really doesn’t need to be. -
The Cure for Post-Pandemic Images
The world has changed. And that means marketing images need to tell a different visual story to avoid looking out of place. -
![[22 June 2020] Code Breakers: Why Every Marketer Needs a Little HTML](/wp-content/uploads/code-breakers-marketers-html.jpg)
[22 June 2020] Code Breakers: Why Every Marketer Needs a Little HTML
Don’t know your CSS from your elbow? When so much of marketing is digital, a marketer who doesn’t know even a little code is like a magazine editor who lacks basic grammar. -
![[19 June 2020] Do You Want Some Values With Your Tea?](/wp-content/uploads/brand-values-tea.jpg)
[19 June 2020] Do You Want Some Values With Your Tea?
It’s never been more important for brands to abide and live by the values they claim to espouse. But standing up for what those values say is right isn’t without risk. -
![[17 June 2020] Breaking Off the (Social Media) Engagement](/wp-content/uploads/increased-engagement.jpg)
[17 June 2020] Breaking Off the (Social Media) Engagement
We’re constantly told that the holy grail of social media marketing is increased engagement. That would be fine if we could all agree on what engagement actually is – and why it matters. -
![[17 June 2020] Laying Down the Law](/wp-content/uploads/accc-law-defamation.jpg)
[17 June 2020] Laying Down the Law
Much of what we do in social media hinges on the assumption that i can’t be held liable for something you post. Obvious, right? Until now ... -
Not Accepting Replies At This Time
Twitter has rolled out a new feature allowing users to specify who can reply to each of their tweets. While this may help solve some problems, it might exacerbate others. And does it change anything for marketers? -
Perfecting Pandemic Personas is a Post-Lockdown Priority
After weeks of lockdown, conversations are slowly shifting towards reopening the economy. But it’s worth considering how much the lockdown will have impacted – and even transformed – the customers and online personas your content and social media activities hope to reach. -
Managing Your Personal Brand in Social Media
For many freelancers and sole traders, the brand and the person are often one and the same – especially in social media. And that can mean finding the right balance between the personal and the professional. -
Disney Fails to Master the Force in Social Media
Many businesses view social media with suspicion – particularly those with legal departments. The temptation is to approach social media cautiously, with as many rules and protections in place as the fine print can hold. But this can backfire, spectacularly. -
How (Not) to Write a Marketing Email During a Pandemic
In many marketing departments, the first response to the current pandemic appears to have been to send an email. But it’s important you test your comms plan to avoid becoming yet another spreader of this irritating marketing disease.