Did Social Media Matter in Australia’s 2025 Election?

I’ve been thinking about how differently the 2025 Australian federal election played out on social media compared to earlier campaigns, both here and overseas. 

When I studied Internet Communications a decade ago, we explored how social media was first leveraged in major political campaigns - Kevin07 in the 2007 Australian federal election and Barack Obama’s campaign in the U.S. in 2008 both used digital strategies to engage voters in ways not seen before. With under-44s now making up the largest voting demographic in Australia, I expected digital platforms to play a major role in this election. 

They didn’t. But why? 

Despite heavy investment in podcasts, influencer interviews and TikTok content, engagement remained low. Political parties struggled to connect effectively on these platforms, influencers lacked the depth for meaningful political discourse, and voters seemed disengaged. Adding to this, broader geopolitical events dominated headlines, likely further diverting attention from social media-driven election content in Australia. 

Australia’s election dynamics adds complexity. Compulsory voting focuses campaign strategies towards the centre rather than extremes. Our independent Australian Electoral Commission ensures fair seat distribution, effectively preventing issues like gerrymandering. 

Yet social media platforms are built to amplify extremes. That contrast means digital engagement needs to operate differently here compared to systems where polarisation is more politically advantageous. In this election, it didn’t.

Social media isn’t irrelevant in politics - it just hasn’t matured in Australia yet, nor has it fully adapted to our unique electoral environment. It may evolve in future elections, but for now, trusted voices in traditional journalism still seem to hold more influence when it matters.

Intriguing stuff! Definitely something to watch as digital engagement continues to evolve in the political space. 

Link to the article that prompted these thoughts - The influencer election that wasn't: amid Trump trauma, Australian voters logged off

Photo by Shutter Speed on Unsplash

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Tasmania, March 2025

A month, 3000km, and a van - an excellent combo! I've just returned from a road trip around Tasmania and I have to say, completely disconnecting from work was exactly what I needed. 😊

For the first time in literally decades, I properly switched off. No meetings, no deadlines, no LinkedIn scrolling - just winding roads, delicious food & drinks, stunning views, friendly locals, numerous wildlife sightings and even a night under the Aurora Australis! 

Somewhere along the way, I finally felt like myself again (and realised how much I'd missed her). It struck me that I haven’t had this kind of clear mental space in years. Between family, work, studying, pandemic and life in general, I’d been running on empty for far too long without noticing. Now I feel recharged, full of ideas, and ready to think about the next chapter. 🥳 

I don’t have a clear view on what that looks like just yet, and that's 100% fine. My career has spanned business, IT and digital, consulting, leadership, strategy, delivery and operations. It's quite a diverse mix, and it's fair to say the last couple of years haven’t quite gone to plan, but I’m lucky now to have the time to find a next step that really fits.

In the meantime, I'm playing around with some ideas I had on the road, doing a bit of consulting and a bit of volunteer work, and spending some quality time with my puppy (who was not impressed by my absence but was very pleased by my return). I'd love to hear how others have navigated life moments like this, or talk about hashtag#VanLife if you're interested in a trip like this, or chat about any interesting opportunities. Feel free to get in touch - I’m always up for coffee and a chat! 🚐🌏☕

Trip photos on Instagram: https://www.instagram.com/genxnomad.au 

Read this on LinkedIn 

    

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Accessibility Milestone: Ivanhoe Train Station

After years of advocacy and a concerted community campaign, we’re pleased to share that Tactile Ground Surface Indicators (TGSI) will be installed at Ivanhoe Station next month, May 2025. This announcement follows a meeting this morning with Hon. Gabrielle Williams MP, Minister for Transport Infrastructure, and Hon. Anthony Carbines MP, Ivanhoe’s local member of Parliament. 

This upgrade is long overdue. Out of 222 train stations in Melbourne’s Metro network, 196 have TGSI implemented (although some only have it installed on one side). Despite years of polite phone calls and emails from Lilly’s family and her orientation & mobility aide, Ivanhoe Station remained overlooked. It was only through this campaign, supported by over 10,000 petition signatures, that the issue gained the attention it deserved.

The works will involve significant upgrades to the platform, integrated into an existing scheduled weekend line shutdown at the end of May.

Thank you to everyone who signed, shared, and supported this campaign. Your voices combined with Lilly and her family & supporter's advocacy made this happen. ❤️ 

📋 Petition:  https://www.change.org/IvanhoeStationAccessibility 

🌟 More about Lilly: https://www.linkedin.com/posts/vision-australia_the-message-i-want-to-spread-to-other-young-activity-7272791746793619457-Dm__ 

🥳 Hon. Gabrielle Williams announcement this morning: https://www.facebook.com/share/p/18nQmc3S4m/

💡 Case Study outlining behind-the-scenes: https://enveedigital.au/case-studies/grassroots-advocacy

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Challenging Assumptions

Yesterday I read an article on Australia's ABC News website titled "New data shows Australians hold intense dislike for Elon Musk" which really got me thinking (although not about that actual topic!).

What really piqued my interest was the poll data, which shows that a surprising 16% of respondents have never heard of Bill Gates - the founder of Microsoft! Even more surprising is that 20% have never heard of Jeff Bezos, the founder of Amazon.

Read the full article 

This article was first published on LinkedIn and is also on my business consulting blog. 

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Accessibility: Ivanhoe Train Station

Hi there, 

My friend's daughter Lilly, who is totally blind and achieved an outstanding 98.6 ATAR in 2024, is starting at the University of Melbourne in 2025 and her local train station is inaccessible and dangerous for blind and low-vision users. 

My friends have been trying to raise this as a safety issue with Public Transport Victoria and politicians at local, state and federal level SINCE 2022, to no avail. 

Ivanhoe Station and Heidelberg Station are both designated Premium stations on the Hurstbridge line, and also the only two stations on the Hurstbridge line without Tactile Ground Surface Indicators. (Those little raised dots you find throughout public spaces.) Heidelberg Station is outside a major hospital precinct! 

These tactile markers let those that are blind or have low vision use the public transport system safely. Without them it’s practically too dangerous for them to use these two train stations. 

We've set up a petition and we're hoping "people power" will assist in drawing attention to and ultimately resolving this unsafe and frankly discriminatory situation. Everyone has the right to travel safely and independently. Please help us by signing and sharing this petition! TIA ☺️ 

📋 Petition:  https://www.change.org/IvanhoeStationAccessibility 

🌟 More about Lilly: https://www.linkedin.com/posts/vision-australia_the-message-i-want-to-spread-to-other-young-activity-7272791746793619457-Dm__ 

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Innovating with Artificial Intelligence

AI - everyone's talking about it. From transforming industries to making coffee, it's the latest buzzword that’s supposed to revolutionise everything. But here’s the thing - while AI can be undeniably powerful, it’s also surrounded by a LOT of hype (check out the obviously-AI-generated image on this article!). Many small and medium-sized enterprises (SMEs) are understandably wondering how AI applies to them or where to even begin.

Read the full article

This article was first published on LinkedIn and is also on my business consulting blog. 

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Masters of Business Administration (MBA) completed

Very happy to have formally completed my MBA with distinction this afternoon at the RMIT University Graduation Ceremony! 🎓❤️ 

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Bridging the Gap: Strategic IT Focus in NFPs

Navigating the complexities of the not-for-profit (NFP) sector requires a strategic approach, particularly when it comes to technology. I've worked with a number of NFPs and community-based organisations over the years, and it's relatively common to find a disconnect between technology initiatives and overarching organisational goals, leading to inefficiencies and missed opportunities.

Recently, we worked with an NFP to deliver a comprehensive IT Current State Assessment, which revealed key areas for improvement and set the stage for strategic realignment and growth.

Read the full article

This article was first published on LinkedIn and is also on my business consulting blog. 

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