Blog Social Media

What to share on Social Media during a National Emergency.

The Australian bushfires are being reposted, shared and commented on Social Media globally with tens of millions of posts.

Social media is shining a spotlight on the bushfire crisis, significant figures are sending their gratitude for firefighters, donations and urging their fans globally to help. 

However, with so many users on the platforms, emotions at an all-time high and disagreements plenty, the potential for inaccurate and sensationalised information is likely to be shared to large audiences.

Out of date imagery, incorrect statistics and the hashtag #ArsonEmergency has attracted bot-like tweets and reposts featuring the wrong information and insight.

Yet through these incorrect messages, correct and vital information is apparent. 

But what can we do to make sure we are sharing the correct information on our personal and business pages?

After all, as platforms continue to grow (Australia has 18 million active social media users ( Social Media will continue to be a go-to source of information for many.


There are a number of things we can do to make sure we are getting the right information shared. Not those that may have been created or shared due to “motivated reasoning.”

Fact Check the information yourself.

Ask yourself the following questions.

a.    Where does this come from?

b.    Who is the original source?

c.    Is this image or information credited by an official source?

Share from trusted sources

By sharing information from trusted sources we are reducing the chance of error or miscommunication.

Media outlets sharing news has already fact checked a lot of the information for you. So you know that by sharing their posts their information is up to date.

Groups and organisations that are officially affiliated with education, assistance and recovery will also have reliable and factual information to share.

Avoid sharing content with no attribution.

Most reliable sources will credit the photographer or place where the original post has come from. If this information is missing, then it might be best to not hit that repost button until after you have checked its validity.

Report misleading information with the platform.

If you find information that is incorrect or misleading, you can report or flag it with the social media platform, helping them to ensure the right information is seen in News Feeds.

Use Google Images to help verify photos

With both the Australian bushfires and even the Amazon fires, incorrect imagery has gone viral.  Social Media users are seeing photos taken during other similar emergencies being reused to share the national disaster stories today.

If you aren’t sure of where a photo originated from, or the photographer to credit, then use Google Image search to help you find the true source.

You can find the link here.

Read the post fully and understand what it suggesting.

In times of heightened emotion we might not fully read or comprehend what a caption might be saying, leading to us hitting that repost button prematurely.

We have recently seen this with the NASA image of Australia from Anthony Hearsay, which was depicting hotspots around Australia, not the real number of fires burning at the time.

By taking these simple steps, not only are we truly helping the cause in the way we always wanted to, we are making sure the correct information is shared by ourselves and our businesses to others as well.

If you or your business need help with your Social Media Crisis Communication strategy, contact Demelza for a 1:1 consultation and discussion.

Blog Social Media

Social Media Trends to Watch in 2020

As we head into a new decade, social media remains a dominant force in our daily lives. 15 million users are active on Facebook in Australia monthly, whilst 9 million are active on Instagram.

According to the GlobalWebIndex, 54% use social media to research products and services. But as more users realise the benefits social media platforms can have for their business, the more clutter we’ll see in our feeds.

As we move into 2020, it’s important to stay at the forefront of social media and the methods, tactics and tools that will allow you and you business to cut through the noise.

But what trends could prove impactful and change the way we market our businesses and selves on social media?


As Facebook, Instagram and YouTube continue to grow in audiences so does the noise on these platforms. As users become disillusioned with these channels, Niche channels will cater to like-minded audiences will continue to grow in popularity.

We have already seen this with the growth of Tik Tok. A platform with a high youth-based audience which uses short form video content. With its rapid growth in popularity, however, it can be argued if this platform can still be considered a niche.

Other platforms such as Twitch (gamer based streaming platform), LinkedIn (targeting corporate and businesses), Dribbble (for designers) and Goodreads (for book lovers and authors) have also found growth in the past year or two. This is due to like-minded audiences finding better connectivity leading to higher conversions and less competition for businesses on these channels.


It’s no big secret that humans are programmed to be attracted to motion. And when it comes to social media, we continue to consume video format regardless of whether it is a short (Tik Tok or IG Stories) or long format (YouTube).

After all, Facebook and YouTube continue to be the most widely used platform in Australia every month.

A recent HubSpot study also highlighted that people are consuming more video than ever before. 88% of Marketers stated video gives them a positive ROI on their marketing investment whether that be leads, sales, engagements or views.

As more marketers increase their video content, it’s important for businesses to ensure they cut through this noise as well.

Incorporating video content whether that be through Stories or video for advertising, will prove beneficial and allow businesses the opportunity to cut through visually on platforms in 2020 effectively.


In late 2019, Instagram has incorporated Augmented Reality opportunities via their online shopping feature.

A handful of brands were afforded the option to allow consumers the chance to use AR filters to try their products on themselves. These included makeup & eyewear.

The platform also gave access to their Spark AR public beta which allows anyone to publish their own AR effects as Story filters on the platform.

Could this be the new try before you buy option that potential online shoppers have been searching for? No doubt giving customers the option to see what products will look like on them within the comfort of their homes will assist online shopping revenue and those online retailers even further.


And just as AR can provide users the opportunity to shop effortlessly at home, so too will the adoption of more shoppable features across Social Media platforms.

Earlier this year, Instagram Storefronts was launched providing an easy to click shopping platform direct from the social media channel.

It’s nothing new for these channels with Instagram, Facebook and even Pinterest providing plenty of opportunities for brands to sell their products.

However, as consumers look for more on-demand ways to purchase their products and solve their problems, Social Commerce will develop into a mainstream retail channel for many businesses. Thus putting them inline with brick and mortar stores and websites.

The key for any business here is to make the shopping process as quick and efficient as possible. If you can create this flow, you are more likely to see success from Social Commerce options in your business.


As more and more consumers use social media platforms to interact with businesses, the importance of Customer Service will continue to grow.

After all, you just need to look at how quickly poor customer service responses in recent months can turn into major damage control for a business.

With options such as automated messages, messenger response times, it’s important for your business to have a customer service plan and strategy to be able to deal with customers queries and feedback in a timely and appropriate matter.

A mitigation plan with FAQs and answers is always a great document to have on hand for anyone who might be managing your social media.


User generated content (UGC) will continue to play a strong part in Marketing strategies particularly as 85% of consumers find visual UGC more influential than brand photos or videos.

Over the past few years, the trend remains strong with some brands relying heavily on UGC (for example Kathmandu) for their social media feeds.

For businesses this is a free opportunity to encourage social media users to share their experiences within your business and be rewarded in return with a repost on your profile. To do this, simply encourage users to tag your business in their photo or use a branded hashtag to be considered.

Just like UGC, Influencer Marketing is not a new trend but it’s a trend that will be around for a while.

Yes, even as social media platforms like Instagram and Facebook remove likes.

Using Influencers can prove cost-effective for businesses and help to create leads, higher engagement and new followers for businesses.

Popular influencers are starting to be incorporated in advertising across both traditional and new marketing methods.

But it’s important to do your research on the influencers you use. Ensuring your requirements and their fees are part of their contract will ensure a mutual business arrangement that will benefit both parties and potentially a successful partnership for the future as well.

By considering some of these trends in your Marketing strategy in 2020, not only will you be allowing your business the chance to stop the scroll but also provide new and exciting ways to market your brand and its product to your desired audience with the potential for higher conversion rates and loyalty to establish yourself well over the next few years.

Want more information on which of these trends might be best for your business? Book an appointment with Demelza and build a successful 2020 Social Media strategy today!

Social Media

CONTROLLA – How the trending genius of Aubrey Graham can help small business owners in Social Media.

Aubrey Graham. Drake. The 6 God. Drizzy Drake. Jimmy Brooks from Degrassi…

It doesn’t matter how you know him the rapper constantly trends. Whether as a meme, a dance challenge or at an NBA game.

But why is it that this rapper from Canada continues to go viral, continues to break streaming records and continues to see his name trending. 

Before we analyse this and what we can take away from the OVO owner let’s look at the Social Media/ Viral history of Drake.


Drake is no newcomer to the entertainment industry. Thanks to a popular Canadian high school franchise – Degrassi, the rapper first gained attention as Jimmy Brooks. 

In 2007, he left the teen drama to pursue a career in music and made waves with his 2009 mix tape So Far Gone that featured his now signature melancholic sound through songs Best I Ever Had and Successful. Drake was being authentic long before it became a marketing buzzword 10 years later. Think about it, if he were to come in as a Thug rapper like 50 Cent and the G-Unit crew, no one would have bought what he was selling. 

Whilst Drake was dabbling in “authenticity” ahead of time, it was in 2011, that Drake’s influence on pop culture was about to be unleashed. The popular song The Motto features the term “YOLO” which has become a popular hashtag for the millennial generation. 

The hashtag of YOLO may have started the rapper’s first foray into Social Media, but it was the video clip for Started From the Bottom that would begin his rise to “King of the Memes.”

With the release of his mainstream hit Hold On, We’re Coming Home, the web saw an influx of memes with the rapper photoshopped looking sad and surrounded by money.

And then with the now iconic first line “you used to call me on my cellphone…” from the Hotline Bling video, Drake’s Dad dance moves saw him go viral once again.

Add to this dance challenges based upon his song In My Feelings (#dotheshiggy) and the release of his album Scorpion reaching 3 million Tweet mentions in over 24 hours after the album dropped the bombshell that the rapper had fathered a child. 

His love of his hometown Toronto and the city’s basketball team has contributed to his trending ways. In 2014, Drake sat courtside and lint rolled his tracksuit pants whilst watching the game. The image went viral and the following week the OVO label head and the Toronto Raptors had partnered giving out branded lint rollers to those at the following basketball game.

These are just a few examples of how the rapper has trended in some way or form.   

POP STYLE – How Drake Remains On Trend

Now, let’s find the key takeaways from his virality and how we as small business owners, personal brands and social media managers can learn from this.


As already discussed, Drake is authentic. He isn’t afraid to embrace those uncool mannerisms that allow him to go viral and uses it to his advantage. His brand started with a melancholic sound and whilst innovative, if he was to début as a more aggressive rapper from the “hood”, the fans would never have bought the concept due to his TV history.  

As fans played into his somber, emotional ways, he continued to serve himself to his audience, clear in the Hotline Bling Dad dance and its popularity. 

Therefore, by remaining true to ourselves when it comes to our social media, we can build a loyal follower-base that in turn can lead to customers who will eventually want to buy what we are selling. This means showing transparency, vulnerability and sharing your unique story and not just selling to your audience. 


Drake is proud of his origin. He represents his hometown of Toronto. This was never clearer then the controversy he caused during the recent NBA finals series against the Golden State Warriors. His passion for his home team saw the rapper trolling the opposition with his antics and, you guessed it, was trending every game. He also ensured if the Toronto Raptors won, he was ready to release a song to commemorate the historic occasion. 

This is a great example for us to represent what we believe in. That might be our hometown, our group of small business collaborators or even our favourite products and services.  The more you do this and represent your origin or loves, the more your audience is going to get to know you better and believe in what you say.


The capitalization of going viral that Drake consistently demonstrates shows an example of the “network effect” that he has on his audience.  The way he acts ignites fans and (trolls) to turn him into yet another social media trend – he is indirectly engaging them (almost baiting them) to make him go viral once again. This cycle is why he remains at the top of trending lists. He drops a song and instantly excited fans make sure his songs stream heavily and chart. In some cases breaking streaming or download records.

By engaging with our audiences on Social Media we are able to use the algorithms to our advantage. Maintaining our relationships with our followers and those who we wish to become our followers. If we are lucky we might even be able to go viral ourselves.


And once it’s all said and done, he does it all over again. Consistently serving himself on a Social Media platter to the world. Ready to capitalize on his virality once more.

Drake has been a trending topic regularly since 2009. That’s a decade of maintaining himself and his reputation on Social Media. And this consistency is one of the major keys to his success.

As personal brands, small business owners and social media managers, we also need to make sure that consistency remains in our Social Media Strategies too. While, we may not be beefing with another rapper, releasing a new track or trolling court-side at a Raptors game, we can still use consistent posts and messaging to make sure we build our brand name, our loyalty from our followers and convert them into buyers.

These are the 4 key elements that highlight how the Canadian Rapper, Actor & businessman uses Social Media and it’s channels to his greatest advantage. It’s also 4 key elements that we can use in our Social Media Strategies to help us work with the algorithm and give our brand names the best opportunity to trend as possible. Because just like Drake we all “just want to be successful.”