Your Digital Reputation
52. Alicia Rieniets, ex Australia Post | Taking back control online
Published: 1 April 2025 at 19:01 Europe/London
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Episode notes
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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