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Alan Jones and Destroy the Joint: A Case Study in Social Media Activism

As Alan Jones continues to descend into his own PR hell, the role social media has played in sending him there cannot be denied.

We all know there have been brands, organisations, NFPs and individuals who have used social media as a means to reach their goals (Kony 2012 being a perfect example) and Destroy the Joint is not different.

What is different however is the movement’s reach, the speed with which it gained popularity and the impact it has had.

I’d like to take a pause, and take a moment away from the media frenzy and melodramatic progress of the Jones issue to explain the impact of social media in the campaign.


Late August 2012
Most people (except for Alan Jones) will see the irony behind the name “Destroy the Joint”. Taken straight from Jones’s statement about women destroying the joint (AKA female politicians destroying Australia) the movement began as a Twitter hashtag where people could express their thoughts and opinions about this statement.

September 2012
The founder of Destroy the Joint, Jenna Price then created a Facebook page. A month later the page had over 10,000 fans. Five weeks after the page was created it gained a total of 14,684 fans.

Late September – October 2012
Destroy the Joint ramped up its campaign against sexism in the Australian society, when the media reported that Alan Jones told a Sydney University Liberal Club that Julia Gillard’s father died of shame because of the lies she told in Parliament.

After this comment,focusing on Alan Jones and making him accountable for his words and actions as part of a broader movement to challenge sexism.

The Campaign

The Facebook page of Destroy the Joint movement became the virtual “gathering” place of every person who wanted to be involved. It was used for:

  • Sharing news related the campaign
  • Asking people to share information that could be useful for the campaign – most importantly information about how to contact 2GB advertisers

  • Delegating tasks to support the campaign – people were asked to contact advertisers and ask them to stop support for the radio show

  • Managing people and setting the guidelines which they were to use to conduct themselves “”be calm, be kind, be courteous”

But that’s not all. Since the campaign was taking place on Facebook, the advertisers who pulled out from the show also informed their fans about the decision on Facebook, amplifying the message through comments and shares on their pages. Some examples include:




Twitter was a conversation starter and a discussion forum for anyone with a comment about the issue.

  • Getting the attention of influencers and having them participate in conversations is another way social media can increase its reach and impact – which is exactly what happened when influential women in the media joined the conversation.
  • Influencers such as Mia Freedman (28,794 followers), Catherine Deveny (23,429 followers) and Anne Summers (5,385 followers) had become involved in the conversation. Every tweet they re-tweeted, every response they made about the issue had the potential to be seen by their audience of thousands.

Destroy the Joint

  • Topsy was also used to estimate the activeness of the conversation around Alan Jones. After news about his latest comments hit on 29 September, Topsy estimated over 1000 mentions of the issue per day.


Apart from Destroy the Joint, other campaigns have sprung up against Alan Jones. Political science and international relations student Nic Lochner created Sack Alan Jones Facebook page which wields overwhelming popularity with more than 17,000 fans.

Over 114,000 people have signed the Change.org petition he also created asking 2GB and its advertisers to “cease association with Alan Jones” .

The considerable number of signatures provided evidence that a significant number of people were concerned about the offensive comments made by Jones and were willing to put that in writing.

Transition to mainstream media

When ABC’s AM show asked Destroy the Joint creator Jenna Price to speak about the campaign amongst Jones’s allegations that he was cyber bullied.

2GB also interviewed Jenna Price on 8 October to confront her about the public backlash inspired by Destroy the Joint. It was a clear sign that social media has done enough damage to be noticed.

Other media channels such as Women’s Agenda and Leading Company spoke about social media siting it as one of the reasons advertisers had pulled out from the show.

Concluding thoughts

What sets this campaign aside is its ability to target and to attract the right audience and to act as a focused and united front. You could almost call it a localised and targeted social media campaign – a campaign that managed to connect with the relevant influencers, inspired the public to act and brought the Alan Jones issue to the attention of media and government.

As the result of the pressure applied to advertisers through social media Macquarie Radio Network has suspended all advertising from Alan Jones’s show.

Mercedes Benz went as far as confiscating Alan Jones’s sponsored car to dissociate themselves from the radio host.

Awareness of the Alan Jones issue sky rocketed causing the public, the media, politicians to question and debate attitudes towards women in the Australian society.

I think this might be a glimpse of what we will see in the future – the public using social media as the weapon of choice when it comes to making their voices heard about particular issues.

However it remains to be seen if the power of the people in this case is stronger than the power of Alan Jones.

VIDEO: Alan Jones opens advert-free show


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Writing Digital Resumes

There is so much written about the art of resume writing. How to make it sound good, how to emphasize the good and tuck the bad under the carpet. Which verbs are the most effective, which ones are not. What duties to describe, how to phrase achievements and boast without boasting. Whether to provide references/date of birth/extra curricular activities or hide them to avoid bias from the interviewer. Blah blah.

What no one seems to get told about now, is that the most awesomest pedantically written resume will result in zilch if the writer of the said resume has a shitty facebook page or an inappropriate Twitter account. For example a seemingly able female psychiatrist didn’t get a job after the recruitment agent saw indecent photos of her on facebook (here’s the article). Fast Company even offers you tips on how to sensor your social media when you’re job hunting…just in case.

Think I’m exaggerating? Think again:

Because that is what’s going to be looked at by employers now and in the future. Hell it might even become a compulsory slot in the application process “please provide fb and twitter account details”. So just as in all other areas of our lives its time to adapt and innovate, especially as users of digital.

This guy agrees with me:

To counterbalance the horror of social media self censoring you can spice up your resume with the joy of digital creativity.

I get particularly twitchy and irritable when I have to write a really dry application for anything (probably because I’ve applied to so so many random things in my life). That’s led me to stop giving a f*_*k  start being creatively free.

For example in my application to the Peace Conference of the Youth in Japan, I decided to push interactivity.

In other words I did what I do in my blog posts (and what countless websites do) and attached a heap of hyperlinks to illustrate what I’m talking about. It is possible that my application will thrown out in disgust because I dared to do something unexpected and disturbingly different to the application instructions. But I figured I have the right to some creativity after having to suffer the torture of application questions like,

“What are your main interests under the present social situation?  Why?”


Anyway as I toiling away, writing, finding examples and hyperlinking them into the text, I realized that I was having fun. I was also reaching out to the people who will (hopefully) read my application, in a way that made my application more relevant and alive to them. I was giving them more reasons to keep reading by  engaging them on a deeper level.

If I had more time I would have made a YouTube video to include in that application. Just to make it clear, I exist, this is who I am, these are my passions and skills.

Think about it. It’s the perfect way to sell yourself. You have all the control. You can edit, do a 1000 takes until you get it right. The same with the text. Unlimited attempts. Hyperlink this, double check relevance. Delete or retain. So simple.

To conclude:

  1. Use social media responsibly
  2. Innovate your resume

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Filed under communication, digital media, digital technology, facebook, social media, strategy

Social Media Analyst- A Brand New Job on the Market

At one of my media lectures the term “social media analyst” innocently uttered by a media savy lecturer (Kate Crawford) floated around the class, causing confusion and chaos. Most people had never heard the term. Some (like me) have, but were left with only a vague idea of what it means. One girl said she was working as one.

It’s not surprising. After all a social media analyst is a new role. So have a look.

Social Media Strategist for a university in USA

TO SUM IT UP: A social media analyst works for a company, any company that uses social media networks in some way.

He/she looks at HOW people interact with facebook, twitter, myspace and others.

BASED ON THIS: he/she comes up with trends and conclusions.

TRENDS: are used as a means to achieve different ends, depending on the given organization.

The data is USED STRATEGICALLY AND CREATIVELY for coming up with a plan to help the organization achieve what it wants.


If the company is marketing a brand such as PEPSI, it might want to promote awareness and get more fans on its facebook page. Analysis of facebook user patterns will help the company and Pepsi to target specific groups; interact with fb users more or on a different level; come up with ways to engage people and get more exposure.


If the social media analyst works for a media outlet such as Sydney Morning Herald, it might want to make sure that the reputation of the newspaper stays intact or that journalists know how to use social media in their work. Analysis of twitter will help journalists tap into a rich informational data base and help them utilize the tools of twitter to find sources or spread information correctly.

So that’s all I can say for now.

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Filed under communications, creative media agency, digital media, digital technology, social media, strategy, Uncategorized