Trust is built and tested in the moments you don’t see coming. Sometimes, those moments involve a global superstar throwing a bright orange thong off a balcony.

When a spontaneous Drake post exploded into 150 million global views for his organisation, Sydney Water's Nick Plunkett had a very clear takeaway: virality is never the goal - trust is. And trust is earned through consistent behaviours, long before a viral moment ever arrives.

Nick and his team didn’t just ride the wave; they used it to accelerate Sydney Water’s mission. But they were only able to do so having built critical trust foundations - internally and externally - that gave them the right to act. Because in high-trust, high-stakes settings like government-owned utilities, impressions, reactions and vanity metrics mean nothing compared with lifting water literacy, and driving behaviour change at scale.

In the final episode of Your Digital Reputation for 2025, Nick shares with host Roger Christie how his team connected cultural relevance with enterprise priorities, why strong governance and internal trust allowed them to act quickly, and how they now translate social media performance into business outcomes like water conservation and wastewater behaviour change.

In his words: “Virality is never the goal. It's about building trust. And if a byproduct is virality, that's great - but, at the end of the day, we want to build that trust.”

Tune in for a candid, practical and deeply relevant conversation about the light and dark sides of going viral, and the importance of earning and leveraging trust to drive genuine behaviour change.

TIMESTAMPS:

00:02:19 - Behind the thong: how the Drake moment began

00:06:35 - When a post goes global: excitement vs. fear

00:09:12 - The internal trust and governance that made it possible

00:13:27 - How virality shifted internal expectations and demand

00:15:23 - Measuring what matters: behaviour change, not impressions

00:20:56 - Virality’s dark side: trolling, dilution and community rebuild

00:22:13 - Proximity vs trust: why mass reach can harm connection

00:29:06 - How to take educated risks in high-trust, high-risk organisations

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True leadership is tested in moments of crisis and transformation - online and offline. The key message from Melissa Agnes, Founder & CEO of the Crisis Ready Institute, in this episode of the Your Digital Reputation podcast is clear: leaders must do both.

To lead effectively through these crucial moments of change, leaders must have conviction in what they say, do and "transmit" today, and doing so online means they can reach key stakeholders to drive belief in the change they are leading.

Leading online or offline isn't a choice today - they must do both.

In conversation with host Roger Christie, Melissa explains why conviction (the deep belief in your purpose) and connection (the courage to show vulnerability) are the twin engines of trust. Drawing from her work advising NATO, Fortune 500 executives and ministries of foreign affairs, Melissa shares how leaders can turn resistance into resonance, and how they can embody confidence under pressure, and communicate with integrity.

In her words: “It’s not just what we say; it’s the energy and belief behind it that builds trust.”

Tune into this episode which serves as a masterclass in leading - and communicating - with purpose in the moments that matter most.

TIMESTAMPS:

00:02:28 – Leading with authenticity and “yourselfness” in moments of change.

00:04:01 – Leaders are transmitters: conviction and consistency build belief.

00:08:42 – Your online presence must match offline conviction.

00:18:08 – Consistency and alignment create lasting trust signals.

00:22:53 – Connection is core to leadership and transformation.

00:23:36 – Vulnerability is the fastest pathway to connection.

00:30:00 – Leadership risk: failing to connect digitally breeds distrust

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Dr Angeline Achariya is a non-executive director and chair overseeing multi-billion dollar national investments who thrives at the intersection of breakthrough innovation and measured risk.

She's had 25 years in C-suite roles at global multinationals, and guided 1,200+ innovations in that time. If that's not impressive enough, Angeline has also been recognised on the Victorian Honour Roll of Women as a Trailblazer, she's also a Superstar of STEM, and now a LinkedIn Top Voice.

Yet - despite all these credentials - she "made every mistake that you could make" when it came to building her online presence in the early days...

But through honest reflection and finding her own voice, she's since gained immense professional value from her "career partner", LinkedIn. Her story is a source of encouragement for anyone wondering what they could achieve by investing in their own "[INSERT NAME] Inc."

Tune into this episode of Your Digital Reputation to hear the very real, practical advice Angeline shares with host Roger Christie about the importance of knowing yourself, being yourself online, and recognising that by not having all the answers as a leader, you simply discover incredible opportunities to find them - and unlock professional value - online.

TIMESTAMPS:

00:05:06 - The importance of your digital presence.

00:10:55 - Personal branding, and people to people connection.

00:15:39 - Being a curious life-long learner.

00:20:01 - The power of asking questions and sharing work in progress.

00:26:28 - Vulnerability, and leading authentically online

00:34:37 - Angeline's three top digital reputation building strategies: Courage, Consistency & Clarity.

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Mary Delahunty is doing things on LinkedIn that would terrify most CEOs.

But as CEO of ASFA (the Association of Superannuation Funds of Australia), Mary knows the story is not about her - it's about her members. So when an idea strikes - and it's something that matters to members - whether she's just back from yoga on a weekend or not, Mary rushes to her whiteboard, sets up her smartphone, and captures her views in a natural, direct-to-camera video.

And, boy, is it effective.

In this episode of Your Digital Reputation, host Roger Christie explores Mary's "strategy" behind her video efforts, the wonderful response she's had from her community, and how just being herself online has made ASFA more visible, approachable and trusted by the sector.

Tune in to hear about Mary's honest reflections on her journey to date, and her encouragement to those who worry that being less polished means more risk, even as CEOs.

TIMESTAMPS:

00:06:05 - Communicating YOUR way

00:10:44 - Message over the messenger

00:12:06 - Formal vs flexible content creation processes

00:17:05 - The role of CEOs as ambassadors

00:25:25 - The power of authenticity in building trust with audiences

00:28:27 - Approachability, community and engagement

00:34:27 - Why turning up as yourself online is the best strategy

00:37:31 - Online efforts building offline trust

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What happens when a lawyer afraid of public speaking becomes the national face of the Australian Taxation Office?

In this episode of Your Digital Reputation, host Roger Christie talks to Tim Loh, Assistant Commissioner at the ATO, about his transformation from 15 years in tax law to becoming one of LinkedIn’s Top Voices (an exclusive group!). Tim shares how social media helped him conquer fear, humanise the ATO, and connect with millions of Australians - and shows why connection matters so much more than perfection. The conversation explores knowing your audience, the impact of authentic leadership, and why visibility isn’t about ego but representation.

Tune in to hear about Tim's amazing journey, and his practical advice for anyone looking to leave their mark on the world. There's power in a clear purpose.

TIMESTAMPS:

00:01:05 - Social media’s impact on Tim's career

00:04:31 - Conquering the fear of public speaking

00:07:39 - Humanising the ATO through social media

00:12:32 - Vulnerability in leadership communication

00:18:32 - Connection over perfection

00:22:22 - Knowing your audience ("KYA")

00:27:00 - Representation and inspiring the next generation

00:28:46 - Courage and self‑limiting beliefs

00:32:45 - Finding purpose in social media

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What happens when you "slide into the DMs" of key decision makers? Can social media give you access to the people and opportunities that can help create real, lasting change?

In this episode of Your Digital Reputation, host Roger Christie talks to Georgie Dent, CEO of The Parenthood - Australia’s leading parent advocacy organisation representing over 80,000 parents, carers and supporters.

One story in particular stands out - the time Georgie reached out to the then-Leader of the Opposition, Anthony Albanese, via a Twitter direct message. And how that moment became a catalyst for the way childcare policy was seen and managed in this country. It's quite a story.

Tune in to hear just how important social media has been in Georgie's professional journey, the impact of #CredibleWomen, and the role it continues to play in her ongoing mission to champion parents and families across Australia.

TIMESTAMPS:

00:01:47 - Georgie's story, and gender inequity in the workplace.

00:04:44 - Law, Journalism, and discovering Twitter in 2008.

00:07:28 - The Parent Forum with Anthony Albanese, and THAT DM.

00:15:28 - Reflecting on the DM, and the power of consistency online.

00:19:02 - How Goals, Audiences, and Passions drive online efforts.

00:21:08 - Advice on managing risk when going public on social media.

00:23:59 - Getting a call from the PM's office, and the #CredibleWomen movement.

Full podcast details here: https://www.propelgroup.com.au/your-digital-reputation-podcast

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In this episode of Your Digital Reputation, host Roger Christie is joined by Stephanie Speck, Head of Special Initiatives at the Green Climate Fund - the world’s largest climate fund dedicated to transformative climate action in developing countries.

The challenge Steph and her team face is no small task. And the issues they discuss are often daunting, sensitive, complex, and politically-charged. But, at its core, they are human issues - with human faces, voices and stories behind them. The secret to engagement, empathy and action on such complex issues may just be in human connections, person to person.

The conversation explores the critical role social media plays for Steph and the Green Climate Fund, and how it can help them harness affection and storytelling to inspire what may seem like impossible change.

This episode will certainly inspire you. Tune in to hear how Steph is focused on connecting at a deeper level to help ensure the future of our planet.

TIMESTAMPS:

00:02:08 - Steph's remarkable social impact journey.

00:08:12 - Social media storytelling evolution and media consumption changes.

00:12:13 - Steph's lived experience at COP.

00:16:03 - Connecting and communicating with affection.

00:17:29 - Steph's lived experience at South Sudan.

00:24:45 - The power of people telling stories.

00:27:57 - Affection is more powerful than polish.

Full podcast details here: https://www.propelgroup.com.au/your-digital-reputation-podcast

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How should you use social media to find work in a new market: highlight your technical credentials, access local networks, or share stories that help people connect with you on a deeper level?

These are the very real questions being asked and explored by my guest on today's episode of Your Digital Reputation, Aniisu Verghese PhD.

Aniisu moved to Australia with his family at the end of 2023 on a Distinguished Talent visa, and has oodles of experience and credentials as you'll hear. But, as a migrant, he has still found it challenging to find work in a highly competitive local market.

This episode explores the ways Aniisu has used social media to help him build trusted, credible networks, learn about the Australian culture, and access opportunities he simply couldn't have if platforms like LinkedIn didn't exist. It's a very raw, honest and valuable account from someone still looking for the right answers (and a huge thank you to Aniisu for sharing his experience this way).

Tune in to hear his fascinating story, and contact Aniisu directly if his change and communications expertise would be a help to you or others in your world.

TIMESTAMPS:

00:01:21 - Social media's role in migrating.

00:05:05 - Aniisu's global expertise at Tesco, Sabre, and Bluescope.

00:09:50 - Social media's role in the job search.

00:11:34 - The delicate balance between cultural expectations and commercial needs.

00:15:57 - Growing your local network via social media.

00:18:31 - Immersing yourself in culture via social media.

00:26:14 - Aniisu's incredible World Health Organisation story.

00:30:04 - The power of connecting through personal stories.

Full podcast details here: https://www.propelgroup.com.au/your-digital-reputation-podcast

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How would you respond to relentless criticism on social media if things were completely out of your control?

That's the challenge Alicia Rieniets - Senior Marketing Executive, and former Head of Brand, Media & Social at Australia Post at the time - faced when every normal delivery channel changed or was shut off, online purchases rose by 80% in one month. And her entire team and call centre staff were forced to work from home - almost overnight.

Welcome to the world of rapid transformation driven by COVID, and the pressures that created for her team on the social media frontline. As she shares: "When you fail in social media, you fail very, very publicly."

This episode explores the immense challenges Alicia and her team faced, and how they managed to turn intense online criticism into a "kindness pandemic" by harnessing social media's power to provide context and connection with audiences.

Tune in to hear her story, and learn how to take back control of your narrative in the moment you need it most.

TIMESTAMPS:

00:02:44 - Crisis management from bushfires to COVID-19 to online query tsunami - as teams go remote.

00:08:48 - The "COVID kitten" survival story.

00:10:25 - Hiring external help, and measuring social media thresholds.

00:15:09 - Positive content and community engagement - "The Kindness Pandemic".

00:18:09 - The importance of human stories.

00:21:34 - Resilience, recognising team effort and reflecting on transformation.

00:25:30 - Key learnings from crisis management.

00:27:26 - The importance of stakeholder awareness.

Full podcast details here: https://www.propelgroup.com.au/your-digital-reputation-podcast

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Season six of the Your Digital Reputation podcast launches with an amazing and powerful story. And a slightly new direction - hearing from guests about how they get social media right in the moments that matter most.

Robert Hoge - author, strategic communicator, and the former Head of Communications at the Queensland Government's Department of Health - has one of those stories.

In February 2020, Robert's role became one of the "toughest" communication gigs in the country, as he led his team through almost two years of critical community engagement to not only share vital information with audiences, cut through disruptive noise and misinformation and - ultimately - save lives.

This episode explores the many challenges Robert and his team faced during the COVID-19 pandemic - including a public run in with Facebook, responding to 60,000+ inbound queries every month, and taking his daughter to dental surgery... - that show just how powerful social media can be in the moments that matter most.

Tune in to hear his fascinating account, how trust sat at the core of everything he and his team did, and to learn what to do when you face a challenge whose scale is beyond anything you could possibly plan for.

TIMESTAMPS:

00:01:25 - Social media and community engagement during COVID-19.

00:08:00 - How natural disasters saved Queensland.

00:12:40 - What to do when Facebook removes your page...

00:17:46 - Vaccine misinformation and public trust.

00:22:17 - Chatbot saves the day in the face of 60,000+ queries.

00:24:48 - The importance of trust.

00:30:51 - Social media saves lives.

Full podcast details here: https://www.propelgroup.com.au/your-digital-reputation-podcast

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