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Thought leadership
Claire Roper
This blog explores the bold intersection of digital marketing, women in tech, disruption, and the evolving power of social media—while shining a spotlight on awesome projects and game-changing ideas that inspire and ignite change.


Celebrating a Community Victory: The Story Behind the Ōtaki Kids Market
The Ōtaki Kids Market has won the 2025 Wellington Airport Regional Community Award for Education and Child/Youth Development. What began as a simple idea has grown into a powerful community movement that empowers young people to create, innovate, and lead. This is the story behind the win and the incredible teamwork that made it possible.
Nov 153 min read


When you've been made redundant, but your content still lives on!
Four months ago, I was made redundant. It was tough, but now I’m in a role I love - and I’ve realised something powerful. Campaigns I created are still running, proving that good content has a life of its own. From no-budget recycling projects to a 60th anniversary celebration and election campaigns, my work continues to make an impact even after I’ve moved on.
Oct 52 min read


The Invisible Hand of Social Media: How Algorithms Shape What We See
Social media isn’t just about staying connected—it’s how millions consume news every day. But what you see on your feed isn’t random. Algorithms filter and prioritise content, often reinforcing existing views while hiding others. This creates filter bubbles, fuels polarisation, and makes misinformation harder to spot. Understanding how algorithms work is the first step to breaking free and making more conscious choices online.
Sep 292 min read


Choosing the Right Topic: Writing Through Fear of Backlash
Writing publicly isn’t just about words, it’s about courage. The hardest part isn’t always what you write, but deciding what to write when the risk of backlash feels high.
Sep 222 min read


The Real Reason Your Manager Wants to See Your Daily Tasks
Managers asking employees to list their daily tasks can improve transparency and coordination but may also lead to micromanagement feelings, added admin work, and stress. Understanding the pros and cons helps teams find a balance that supports productivity without unnecessary pressure.
Sep 194 min read


How the Otaki Kids Market Began
It all started with my eldest son, who wanted to make some money. First, he sold second-hand toys at his Nanna’s stall. Then his younger brother joined in with Halloween costumes. Soon, other kids wanted stalls too—and from there, the Kids Market was born.
Aug 312 min read


Too Many Admins, One Big Mess: The Hidden Risks of Your Facebook Business Page
Having too many people on your Meta (Facebook) account puts your business at risk. From personal photos posted by mistake to security breaches and lost control, it's essential to reduce access. Removing users isn’t always simple—it often requires internal negotiation, policy backing, and a formal process. This blog explores real-world pitfalls, shares best-practice examples, and explains how to clean up your Facebook page before it becomes a liability.
Aug 213 min read


Why Every Business Needs a Social Media Moderation Policy, Especially for the Big Topics
In today’s high-stakes digital environment, leadership can no longer afford to stay silent. When public conversations turn heated, frontline social media staff look to the top for clarity. Without it, they’re left to make judgment calls that carry the weight of the organisation’s reputation. The data is clear: 76% of employees expect CEOs to take a stand on societal issues, and brands with clear leadership-guided values recover five times faster from online crises.
Aug 184 min read


The Silent Sabotage: When Your Manager Becomes the Roadblock
There’s a particular kind of workplace frustration that doesn’t come from impossible deadlines or tricky clients. It comes from within...
Aug 143 min read


When the Crisis Is You: How Ignoring Your Social Media Team Can Spark a PR Meltdown
When advice around tone and messaging is ignored, the consequences can be immediate and overwhelming. What could have been avoided with a few small adjustments often turns into a flood of backlash, forcing moderation teams into crisis mode.
Aug 123 min read


Embrace the Chaos: Why Marketing Shouldn’t Fear DIY Content (but Guide It Instead)
With Canva, AI, and smartphones in every department, content creation is no longer just marketing’s job. Instead of fighting it, here’s how to empower teams, protect your brand, and embrace the DIY era, without losing control.
Aug 74 min read


The Em Dash Divide: One Colleague’s Obsession, and My Quiet Resistance
We all know that one person obsessed with the em dash—declaring it the most elegant punctuation ever. But lately, its presence has exploded, from blog posts to AI-generated text. Is the em dash truly a sign of machine writing—or just a misunderstood stylistic choice?
Aug 33 min read
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