Digital Communications

As Principal Mentor for Digital Media Academy (formerly, I assist individuals, teams and businesses manage through the stages of digital transformation.

In 2020, as we look towards the 25th anniversary of the (public and commercial) internet, the era of disruption is suitably over.

Digital transformation and refinement should be the norm and an understanding of best in practice – specific to the role internet-based revenues and communications plays within the organisation.

Unfortunately, businesses tend to lean on ‘Next-Geners‘ to ‘bridge the gap’ between organisational need and perceived digital capability.

As someone who has researched, trained and managed the mighty Millenials and Gen Z’ers aka the Masters of Brand Me, there’s a lot to be done to enable them to legitimately shine through their contribution to an organisation through digital.

Historically, we’ve let the advertising overshadow the data capability. We’ve focused on how others appeared to engage with us and redefined cut through to suit existing tech capability, rather than demanding the reverse.

In 2010, futurists were looking at if, how and what social networks were being utilised by individuals and its impact on the community.

In 2012, early adopters were asking, how can we harness these new technologies to connect / market/ sell to consumers existing and new?

In 2016, the questions around digital transformation should have been:

  1. SALES FOCUSED – Do we have the systems in place to ensure our customers and community members actively participate with our business to the point of purchase?
  2. CUSTOMER-CENTRIC – Are we maintaining said engagement through contextually relevant integrated interactions to evolve our customers into brand and product evangelists?
  3. SECURE – Are we effectively mitigating the risks (i.e.: reputational, security) associated with this new style of business…?

In 2018, if your business communications weren’t sales focused, customer-centric and secure, it might have been ignoring the fundamental challenges, opportunities and risks associated with digital communications with an audience of over 2 billion global citizens.

In 2019, it’s time to stop road testing, and start leading across the complete marketing mix, because unlike previous iterations Social is just another pay-to-play platform within a broader traditional and digital marketing mix.

Content integration is still key, its just a refined approach is where even in the award-winning cases, is often times fundamentally lacking.

The Digital Media Academy exists: to educate, guide and evolve the strategic adoption of new social and digital media and mobile technology for the long term.

If you don’t know How2Learn How2 best Connect, Engage and Participate effectively and efficiently send me an email and let’s start a dialogue


My initial research focused on how social capital is developed through social technology (social media, social networking and online relevance) in business with a focus on elite sports, specifically Rugby Union.

More specifically, I looked at how value (both human and fiscal) is created through disruptive technologies and its impact on high profile individual, team and organisational brand development and management.


I am a keen observer of trends, not fads. I don’t write the code for the really cool stuff yet (although I have built many e-commerce, education and brand websites) but in my spare time, I study the outputs of those who do and strategise on future trends within global communications.


I have been blessed to be able to lecture at both undergrad and postgrad level at some great academic establishments. I have also consulted with great businesses over the course of a 20-year career – and am horrified when said businesses tell me they’ve outsourced their social comms.

In the interests of enabling technacy (technical ‘know-how’) in us all, I built the Digital Media Academy (formerly from my research pursuits.

Personally, this wasn’t an easy task, but success for me at the time, was helping parents keep their children safe online.

kickstart a career in digital communications by explaining what’s what for a budding star, or help evolve social leadership in business through programs like Social CEO – then I will be well on my way to achieving some very SMART goals indeed.

Some of the programs I have developed include:

Social CEO:

C Suite Social Learning designed for senior executives who want to learn best practice for integrating social into their business and brand communications

  • Fast forward to social pro without feeling silly in front of your team.
  • Manage your team of communicators through and around social with the same expertise you do traditional media and broader marketing communications planning.

Social Parenting:

Provides parents and guardians with the tools to help their kids develop the social smarts that enable them to migrate safely from supervised user to independent socially savvy communicator.

  • Social networks explained – Facebook, Instagram & SnapChat revealed
  • Privacy – protecting your families’ private information
  • The Law, social and your child – the dangers are real

Social Career Kickstarter:

The Social Media Coordinator is designed to give you all the skills you need to kickstart your social and digital media career.

  • What is the role and responsibility of a social media coordinator?
  • Developing the skill set of a social media coordinator
  • Social Automation – What is it, and how do I do it?

If you’d like to absorb the fruits of my efforts and access the programs drop me an email via

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