Last week marked a return to where it all began at TAFE NSW Sydney Institution for a guest lecture with Diploma of Public Relations students. Nearly a decade had passed since completing the same course and stepping back into the classroom felt like opening a time capsule. This time, however, the role had shifted from student to guest speaker.
My session aimed to offer students a clear-eyed view of the communications industry, with a focus on digital strategy, storytelling and the evolving nature of social media. What emerged was more than a professional presentation, it became a moment of reflection on how far the industry and those working within it, have come.
From political volunteering to public sector communications
A career in PR rarely unfolds in a straight line. That message was central to my presentation, which began with a personal timeline to illustrate just how diverse pathways in communications can be.
For me, the journey began in 2010, volunteering for Labor candidates during the Gillard election, at a time when the Obama campaign had just redefined political messaging through social media. That experience ignited a deep interest in the power of digital platforms to shape public conversation.
I went on to co-found SoGuru Media in 2012: Australia’s first social agency dedicated to country musicians. The venture led to work with ARIA-nominated artists in Nashville and eventually the launch of Ginger Social, a boutique digital communications agency.
In 2017, that experience transitioned into the public sector.
The Social Media Officer role: Beyond the post button
One of the most common questions from students was deceptively simple: What does a Government Social Media Officer actually do?
At its core, the role centres on three key functions: evaluation, creation, and engagement.
- Evaluation goes far beyond checking how many likes a post receives. It involves monitoring emerging technologies, understanding shifting audience behaviours and adapting to platform changes. Networks that dominated in 2011 are obsolete by 2018, while others rise unexpectedly.
- Content creation remains grounded in storytelling, sourcing insights from colleagues, communities and users. Some of the most compelling narratives come from within our school communities.
- Engagement requires more than scheduled posts. It demands real-time connection, informed tone and a clear understanding of who the audience. Effective engagement builds trust and deepens community connection.
Importantly, failure is not a flaw but a function of digital experimentation. Posts that fall flat and campaigns that miss the mark are part of the process. In digital communications, success is iterative not instant.
The hidden power of data: tools that drive strategy
One of the most important developments in the social media profession over the last few years has been the rise of data-driven decision making. Beyond the front-facing content, there lies a wealth of actionable insight about how people interact with content not just what they consume.
Tools such as Hootsuite and Cyfe provide real-time dashboards that track engagement trends, audience sentiment and platform-specific performance metrics across multiple accounts. They allow communicators to identify patterns, adjust timing and fine-tune messaging with precision.
Google Analytics, while often associated with websites, plays a pivotal role in tracking how social media drives traffic, conversions and user journeys beyond the post-click. Insights into bounce rates, time-on-page and referral pathways help clarify what content resonates and what doesn’t.
Meanwhile, platforms like Meltwater extend the scope even further by offering media monitoring and sentiment analysis across traditional and digital media. These tools help identify emerging issues, track brand perception and monitor competitor activity, all of which feed directly into strategic planning.
The emphasis here is not on surveillance but on service. These tools empower communications teams to be responsive, intentional and aligned with audience needs. In a profession built on connection, understanding how content performs is as critical as the content itself.
Social media: then and now
It was particularly encouraging to see how far social media has come within the PR curriculum. What once was considered an emerging skill is now rightly recognised as a core strategic capability. Students are being trained not just in tools, but in thinking critically about purpose, ethics and impact.
The classroom discussion touched on familiar platforms as well as the broader idea that social media without strategy is simply noise. The goal is not to follow trends but to lead with intent. Every campaign, every post, should begin with a clear “why.”
Full circle and looking ahead
There was something poetic about returning to TAFE not as a student but as a contributor to the next generation of communicators. The energy in the room with sharp questions, creative thinking and genuine curiosity served as a reminder of why the work matters.
For those about to enter the industry, one message stood above the rest: never underestimate the power of community. Whether found in colleagues, classmates or online audiences, strong relationships are the foundation of meaningful communication.
Social media is, at its heart, a people-first profession. When treated with respect, empathy and purpose, it becomes more than a marketing channel—it becomes a space for connection, amplification and real, measurable change.
To those just beginning their journey: may your messages carry weight, your data inform direction and your strategy always lead with intention.
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