Stop yelling at people. Get busy talking with them.

While traditional marketing speaks (or screams) AT people “go there, do this, BUY THIS AND THEN BUY THAT”, content marketing is much more of a two way street. It is about providing interesting and valuable content for free, to ensure a really positive client experience, to build trust and a sense of community and ultimately loyalty to your ‘brand’.

Curating content for an organisation’s social media presence is a whole lot of fun and really rewarding, but it is an undertaking that can also be incredibly frustrating and enormously challenging. When that organisation is a school, it comes with a completely new set of trials; not the least being that for 12 weeks of the year, your main focus of your content (the students) are nowhere

to be seen because they are on holidays.

But this isn’t a time to relax and take your foot off the accelerator, in fact quite the opposite is true. How do you keep the momentum going during the school holidays? I am constantly searching for content ideas for schools and I generally come up with a whole lot of blanks. So I decided the time had come to generate my own list. I hope someone out there finds this helpful…

The first few things on the list are no-brainers: holidays.

1. Christmas. Send a Christmas message with a nice, Christmasy image. Send it on Christmas Day. Use a scheduling platform to schedule your post if you don’t want to actually do it yourself.

2. New Year’s Eve message. Build up some excitement about the year that is to come. Reflect back on the year that was.

3. New Year’s Day message. Same as Christmas: send it on the day. Make it full of hope and excitement for this year ahead.

4. Easter. Send an Easter message. Send it on the day. Schedule it if you must.

5. Australia Day. Get your best Aussie on. Wish all your community a very happy Australia Day. Please be sensitive to Indigenous Australians as this can be a time of deep sorrow for them.

6. If you work in a religious school, you should definitely have all the relevant religious days marked out on your content calendar as a matter of first priority.

• Are there any other holidays you can think of that fall during the school holidays?

Set challenges for students to be involved in every day during the holidays and then promote these challenges and remind parents of their existence! Some holiday ‘challenges’ could be:

Read something every day. Your school holiday posts around this could include promotion/reminders of the event.

7. Posing a question such as ‘What are you reading today?’

8. Ask students for feedback on their favourite authors (do this before they go on leave) and create a video.

9. When they return, ask them specific questions about the books they read and create a reading list for the following school holidays.

Other challenges could include:

10. Take a photo of your holiday. Submit your best shot.

11. Design a postcard for somewhere you visited during the holiday (it doesn’t have to be somewhere exotic or far away, the local park would be fine).

12. Calculate how far you travelled on your holidays.

Take your followers ‘behind the scenes’. It may sound mundane but keeping people up to date with what is happening at the school during the holidays is important.

13. Highlight a major cleaning or maintenance project.

14. Share photos of any building or updates taking place.

15. Share images of the school empty and quiet and remind students how much you are looking forward to their return.

Staff. Anyone who has ever worked in a school knows that staff don’t go on holidays in the same way that students do.

16. Share a photo of staff in working during the holidays, commenting on their commitment to the students.

17. Remind families that staff are in at the school, planning and making preparations or meeting.

18. Do a staff profile.

Quotes. A relevant quote with a great graphic.

19. A quote about reading or learning

20. Again, if you work in a religious school, a bible quote that is pertinent to your charism or some particular event or time in your religious calendar.

21. Something fun, and a bit light-hearted, to make people smile.

Sporting or other events. There’s nothing wrong with sharing news that is not necessarily related to your school, but may be of public interest.

22. If the Olympics or Commonwealth Games are on, go for gold! Post inspirational quotes or messages of congratulations!

23. If there is a sporting event such as a grand final, you can ask your followers who they are backing.

24. If there is a team or a person who is even remotely connected to your school participating in a major sporting event, be sure to wish them well.

More and more parents are turning to social media for updates and information. You could include posts such as:

25. Return to school dates

26. Reminders about uniforms

27. Upcoming dates for the following school term

And finally, just for fun, play around with your social media platforms a little. Remind people that you are there. Get nostalgic.

28. Post something about an event that is happening in the local area; a fun run, a charity event, a school holiday special event. Really become a part of the local community. If you promote local events, you may just get a shout out in return.

29. On this day. Have a look at what was happening ‘on this day’ in history. Who was born? What monumental historical event took place? What little fun fact can you find relevant to the day?

30. Throwback Thursday. Such a cool way to tap into the nostalgic souls among us. And it’s fun looking back through old photos too!

So there you have it. 30 ideas to kick off your holiday content creation. Have fun with it! Remember to ALWAYS include an image and keep the community building happening while the holidays are on.


The Human Goldfish

I’ve noticed something about myself lately and to tell you the truth, it’s a little disconcerting. I think I’m losing my ability to concentrate, to focus. My attention span is diminishing.

Long have we mocked the humble goldfish for its memory and attention span shortcomings, but seems we are well and truly catching up to our golden friends.

The only consolation for me is that it would appear I am not Robinson Crusoe when it comes to this matter. Could it be that diminished capacity to concentrate is a worldwide phenomenon? A 2015 study (with over 2000 participants) by Microsoft Corp in Canada indicated that our average attention span had dropped from 12 seconds in the year 2000 to 8 seconds in 2015. 8 seconds! Remember our ill-fated friends, the goldfish? Well they have an attention span of 9 seconds. They’ve got us trumped on the attention stakes!

It’s little wonder, with the amount of stimulation we are presented with in this day and age, at every waking moment, that some of us may have difficulty focusing for any length of time. I am guilty of multi-screening on a regular basis. And also of reaching for my phone at the drop of a hat; waiting for a coffee order for example. God forbid I spend three minutes of my precious time doing…. nothing!

But it’s not just screens. This stimulus is everywhere! Billboards, radios, bumper stickers, catalogues, movies, Netflix (what sort of commoner WAITS for a tv show to air, once a week? Ain’t nobody got time for that!)… the list is endless.

I should make it clear at this point that I have zero scientific evidence to prove that this en masse decline in attention is actually happening. I’ve not read any scholarly research papers nor have I conducted any studies of my own. My writing about this is based purely on my own experience and reflections (with the exception of finding the reference to the Microsoft Corp study). But if there is any truth in the matter, then I am asking myself two questions:

1. What are the implications for me, living my life, now in 2018?

2. How can I reduce the ‘noise’ and find more time for quiet mindfulness in my day?

My reality is that, as a major part of my work, I am creating content that contributes to the distraction or “noise” of our world. I am constantly trying to make content that is more and more attention grabbing, that might be glimpsed as people scroll through their social media feeds at a rate of knots. The irony is, that this very blog contributes to that noise.

I am permanently within reach of my phone. If I forget it, I feel as though I have had a limb removed.

I am very much a part of my own problem.

But what about for other professionals? Teachers with students in their classes who are used to being constantly ‘entertained’, transport drivers who spend hours on end on our roads, doctors and police who have to make life or death decisions, sometimes on the spur of the moment. Our ability to focus and react is a crucial part of our every day lives.

And of course there is the impact on relationships and our own well-being, but that’s a blog for someone with a whole lot more qualifications than I will ever have!

As for turning off the noise, reducing the distractions, shutting down the stimulation… I am going to try to practice more mindfulness. Meditation and art practice are a good place to start (for those of you who’ve never tried it, give colouring-in a go). There are so many little things we can do that might help us find some still. Go for a walk (leave the phone at home), turn off the TV, become more aware of your screen time, have a snooze, treat yourself to some pampering.

Of course, this could all just be some crazy imagining in my own crazy head. But I don’t think so. Have you noticed a decline in attention span? In yourself or in others around you? What do you do to shut out the noise? I think it’s time we did something about it, before we all become a population of human goldfish.

Telling the Story, Building the Community

Storytelling is almost as old as humankind itself. Using elements of oral language, gestures and basic paintings or drawings, storytelling predates writing by entire ages, but remains as relevant to human existence now as it did in its very earliest forms of being.


Some might say that storytelling is what sets us apart from all other animals on the planet. Stories can teach us about the most basic human survival, educate us about all manner of things and provide entertainment. Stories can pass on lessons of history and imaginings of the future. And in all this, stories help to form society and the communities within humanity.

william-shakespeare-62936_1920.jpgStorytelling has come a long way; from cave paintings and Greek poets to Shakespeare and the introduction of radio; the potential for people to tell their stories to an ever-growing audience has become almost limitless. Of course, the advent of the internet and subsequent social media platforms has made publishing to the world an act almost anyone can undertake.


For the last eight years I have been ‘narrating stories’ via social media as just one part of my work in schools and over the last 12 months in particular I have discovered storytelling to be a fundamental tool in building a community in a brand new school. When St Luke’s Catholic College opened for operation in February 2017, our student body came from 31 feeder schools and our staff from an equally diverse background, so it was imperative that we share our story in order to draw the community together.

Using the power of social media for good has been beautifully apparent in the way Facebook, Twitter, YouTube and Instagram have been implemented to build the St Luke’s story during 2017. The response from parents was a clear indicator of the popularity of the platforms. Feedback such as “Really enjoying seeing the children during the day, it gives us a platform to talk about their day” and “We are able to follow what’s happening inside the classrooms even we are working and away from our children during the day” indicates that parents are happy to be kept in the loop about what is going on at school. Further, prospective parents advising that they chose to enrol their children at the College because they had been ‘watching’ the St Luke’s story on social media, would indicate that news of the College is spreading far beyond the reaches of our immediate community.

IMG_2314.jpgOf course, we recognise that the use of these platforms is far from perfect, but in the first instance, the use of social media to tell the St Luke’s Catholic College story has afforded us the opportunity to build a strong sense of community among the current families and to share the information with a much broader audience, ensuring continued growth at the College.


People matter and stories matter. People relate to stories, they feel a connection. Telling the St Luke’s story for the first 12 months of the school’s existence has been a privilege and I look forward to the next chapter. In the meantime, you can follow the St Luke’s story on any of our social media channels: Facebook, Twitter, Instagram, YouTube and LinkedIn.

Coffee, Art and Planet Earth

Through my very existence I am bad for the planet. I eat food (including beef and God knows that’s an environmental disaster in itself) and I produce waste. I wear clothes, I drive a car, I use electricity and sometimes, please forgive me, I drink coffee from disposable cups. 

I have an album of photographs on Facebook of the artwork that is often found on these very same disposable cups. Some of it is incredible, designed specifically for the shape of the cup, much of it is beautiful and it leaves me always, with a smile on my face. But lately I have been left wondering whether people judge my celebration of this art based on its canvas. So I need to set the record straight…

I have as much of an environmental conscience as the next person. I have created entire artworks out of rubbish. I am a chronic recycler, making sure I sort my household waste to maximise the amount that goes into recycling and minimise that which goes to landfill. I have been known to pick up rubbish while out on a walk, making sure that I recycle (or upcycle) what I can when I get home. Clothes too old or damaged to donate to charity are reused in a variety of art projects. I’ve recently begun experimenting with weaving a new rubbish receptacle (who knows, I might use it to collect my recycling) out of old plastic bags. I strike cuttings from plants and pass them on to my friends. As often as possible I try to buy fruit and vegetables from local farmers markets, but when I do get them from the supermarket, I buy as local as I can and I never use individual plastic bags. When given the option I never print receipts or bank statements. I grow my own herbs rather than buy them prepackaged and despite living in the Blue Mountains, where things can get very chilly indeed, I use a hot water bottle and extra blankets as opposed to the electric option. 

Perhaps the greatest gift I have given to the future of the environment is one that comes from circumstance: I have not had any children. I have not created any carbon producing, food eating, car driving, coffee drinking humans who will continue this pattern of consumption and waste production well into the future.

And so eco-warriors I thank you, I sincerely do, for your efforts in preserving our planet. But please don’t judge me for my appreciation of beautiful art and please don’t think that because I occasionally drink coffee from disposable cups that I am out there ravaging the environment in every other way possible. Please continue to share your concerns and attempts to educate people (I genuinely mean this) by modelling environmentally sound practices in your own day-to-day existence. The combined efforts of everyone can go a long way to making a difference. 

PS – I have just started putting plant cuttings into disposable coffee cups as inspired by the good folks at my favourite cafe. Let me know if you want any! 😊

Connected Disconnected

Scrolling through my social feeds recently I came across this animation by Steve Cutts:

Are you lost in the world like me?

(The irony is not lost on me, by the way, that I watched this one my iPhone and you probably just did too).

My heart sank and I was filled with a weird kind of dread that I contribute, in a massive way, to this crazy world of being obsessed with our phones and our irrational ‘Fear of Missing Out’ – a very real phenomenon known as FOMO in the digital world.

The very nature of my work is conducive to this digital world. I measure my KPIs by engagement, yes the 👍🏻, 😂 and ❤️’s matter to me; they tell me that I am reaching people, that I am connecting with them. So all of a sudden, I am full of self-doubt, wondering whether this work that I do is valuable or detrimental, wondering whether I am helping people or harming them. What sort of culture do I belong to, do I build?

Many people harbour a great deal of suspicion about social media and there is no doubt that in the wrong hands, it can lead to significant harm. Cyber bullying, hate crimes, calls to action for evil: all acceptable reasons not to dig on social media.

But I believe in the power of social media for good.

  • I am determined that every relationship built or nurtured on social media is genuine, after all, what is the purpose of a shell of a relationship? Why would I spend the time I do if it wasn’t genuine?
  • I see social media as a great way to support and champion causes that mean something to me. Just today, my Big Freeze 3 beanie arrived in the post. I bought it after seeing it on the Fight MND Facebook page.
  • I use social media to share art and beauty and culture and creativity.
  • I search out readings that are of interest to my work or personal life. This includes educating myself as much as I can about new research into Multiple Sclerosis.
  • I find inspiration, for a new art project, for places to travel and things to cook, from my social media feeds.
  • I seek recommendations, advice and information from my professional learning and personal networks.
  • And social media makes keeping in touch with my family half a world away as easy as anything.

With all that I take from social media, I try also to feed back. I try to share interesting content, to support and encourage friends, to share information about businesses which I think are providing a great service or product, to share ideas and thoughts.

Believe in the power of social media for good. Make your connections genuine. Be purposeful in how you use social media. Use the THINK acronym: Is it True, Helpful, Interesting, Necessary and Kind? Respect others, in every way, from how they might react or feel about your posts, to acknowledging the ownership of their work.

We have an enormously powerful tool right there in the palm of our hands, let’s ensure we use it in the best way possible. For everyone.

The Invisibility Cloak I’d Rather Not Wear

On any given day, without notice or consultation, my body can launch a mutiny against me. A complete rebellion, a stop-work, an uprising, a revolt. At the helm of this insubordination is a nasty little miscreant called MS, or Multiple Sclerosis if you want to get formal about it.

MS is a sly, cunning and cowardly creature, because while it delights in creating utter chaos in its host, it is very cautious about showing its face or any sign that it has even been there at all. Only when it gets to its strongest does MS finally become brave enough to allow itself to be seen.


Now don’t get me wrong, I am grateful that MS has not affected me to the extent where my symptoms are visible, it’s just that you can start to feel like a hypochondriac when you are feeling really crappy but no-one can see it. People KNOW I have MS, but I’m pretty they don’t UNDERSTAND how it affects me (not that I would expect them to, I never understood MS until it took over my body). How can anyone understand fatigue when they have never experienced it? How do you explain that it is different to being tired? How do you describe the effort it takes to drag yourself out of bed?

Who can know the pain of optic neuritis except for people who have experienced it? How do I explain the driving force on my eye when everything looks completely normal?


And so it goes with most, if not all, of the symptoms that present themselves to me. A hand on fire, a stone in my shoe, that persistent prickly sensation that feels like I’ve come from the hairdresser and they haven’t brushed away the tiny pieces of hair they cut off.

The difficulty that arises from having an ‘invisible disease’ is a sense of isolation and going it alone, despite undying support from family, friends and colleagues. Unless something is really wrong, people generally think you are doing ok. The lack of visible signs of the presence of the disease means that it is something mostly endured alone. The frustrating part of all of this is that I don’t want visible symptoms; these will mean that my condition has deteriorated and that is what I am trying to prevent.

So how then do I reconcile the absence of visible symptoms with the sense of isolation? In the years since my diagnosis I have become braver at talking about my MS. In the first instance I was very secretive about it, I didn’t want anyone to know. Now I try to explain the condition and its impact on me. I blog about it and try to learn as much about it as I can. Information helps to demystify this curious beast and my own understanding helps me to make things clearer to others too. I campaign and promote and fundraise and I hold out for the news that they have discovered a cure. I believe in my heart of hearts that scientists will one day be able to regrow myelin and the scars that litter my brain, and create the chaos they are currently creating, will be no more. And when that day comes, MS will be as invisible to me as it is to you and that will make me one very happy person that ‘used to have’ a disease called Multiple Sclerosis.



Platforms for Purpose

Recently I was at a BBQ when a friend said he had a ‘social media question’ for me. On holidays, he had taken a photo of his teenage daughter which had turned out really great. He had posted the photo on Facebook, a platform which he keeps private, visible only to his Facebook friends and had received a great response. He then decided to post it to his Instagram account (a public platform) and was disturbed to see how many strangers liked the photo and started following him. Some of the new followers were a little dicey to say the least so without hesitation my friend removed the photo, blocked the dodgy followers and changed his account settings to private. In that moment, my friend had learned a crucial lesson in the purpose of different social media platforms.


It’s no surprise to anyone who has met me for more than 5 minutes that I dig on social media. I use it fervently, in my work and also in my personal life. I can often be found flipping from one platform to the next, scrolling through feeds looking for content that will grab my attention. Within the feeds I find information and inspiration. I find news that makes me glad and am kept up to date with happenings: locally, nationally and globally. I can learn and laugh and share in the joys of friends and family and complete strangers. I can collaborate and sometimes, I stumble across a little gem which will set me off on a whole new chain of thought or spark some sort of interest in something new.

But not all of this happens in one place. No one platform meets every need. And so I find my social media use becoming more and more targeted. Time spent on each platform is done so for a specific purpose. And that purpose might be silliness and jocularity and that’s completely OK. Provided you recognise the ‘why’, then the ‘who, what, where and when’ should all fall into place. Naturally, this applies for both the content that you are looking for and the content which you are posting.


I am a regular user of seven different social media platforms, being Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn and Snapchat. This may seem like a lot but when you consider that there are hundreds of social media platforms accessible worldwide, it’s not that many after all.


I use Facebook for purely social purposes. It is where I keep up with my friends and family, see and share images, laugh at jokes, have conversations with people. One of my favourite things about Facebook is being able to share my ‘everyday’ news with family in Holland. I can remember my mum ‘booking’ a phone call to Holland and it would cost her a small fortune. Now I can chat with cousins before I get out of bed in the mornings (and when they are just going off to bed) – it’s very cool.


My Twitter account is public (which I think is the best way for it to be) and I post a mix of content. I mostly use my Twitter account for professional use, but I also use it to support causes I am passionate about and to share content about art. Sometimes I will post content that shows an aspect of my personal life, just to share a little bit about myself. My boss follows me on Twitter (and his boss does too) so I am always conscious of the type of content I post!



Again, my Insta account is public, and again, the content I share here is totally different to other platforms. For the most part, I post art images on Insta and I follow lots of arty accounts too. As a purely visual platform, users can expect to find high quality images of things that are of particular interest to them – art, travel destinations,the environment, fashion.


Pinterest! Hurrah! If I need inspiration, ideas or motivation, Pinterest is where I find it. This is like having access to every scrapbook in the world, where people have collected all sorts of interesting tidbits. Do be wary though, of falling into the Pinterest Vortex, where hours can be lost as you meander deeper and deeper down a never ending trail of inspiration.



Like many YouTube users, I don’t post to a personal YouTube account (I do for work), but I do watch plenty of content. And there is plenty to see: currently, 300 hours of footage is uploaded to YouTube EVERY MINUTE. Think about that: while you’ve read this post 1500 hours (or thereabouts) have been uploaded. Sleep 8 hours a night? You will wake up to 144,000 new hours of footage. There’s not much you can’t find on YouTube.


LinkedIn is fast becoming one of my favourite platforms. When we talk about platforms for purpose, the LinkedIn example could not be clearer – this is purely professional. If you are looking for professional reading, jobs that are available in your field, links or introductions to professional contacts, LinkedIn is the place to be. My advice: fill out your profile as comprehensively as you can, don’t connect with someone you don’t know and most importantly, keep it professional. More and more regularly, prospective employers will be checking you out on LinkedIn.


Purely for laughs, Snapchat is a fun way for me to keep in touch with my nieces and nephews and a handful of friends who are just as crazy as I am!

So there you have it: a little something to consider when you are using any social media platforms. What is your purpose? Who is your audience? Answer these two questions and the rest follows.