Why the fish?

So here’s the thing…

Fish is Fun

Unbutton the brand and have some fun with social media. Snapper and I know how to have a laugh.

Fish is Fresh

Different. Unusual. Made you look.

Fish is Filter

Uncomfortable with the fish? You’re probably not ready for a net101 course (or social media).

Fish is Food

Give a man a fish and he feeds for a day. Teach a man to fish…

Fish is Fiction

There’s a story to be told. Unusual stories stick.

Fish is Freudian?

No, sometimes a fish is just a fish.


Social Media and a Message from The Man

The Man at NET:101 got a message for you, so listen up good, let it be understood.

So here it come, here it is, social media is serious biz, but it’s the brothers and the sistas that make it fly, not the rap of some suited up sales guy.

Don’t sell, don’t shrill, they won’t take that pill.

Time to connect if you want their respect. Add value to their pot, doesn’t have to be a lot. Use your content to make them want.

Show them, teach them, inform them, guide them, make them feel you know what it’s like to be standing beside them.

Use your content in some clever ways, invest your time so it pays. Cos it ain’t about the likes and the number of fans, it’s about brand credibility in the minds of your clan.

Sales is good, but don’t chase too fast, infect your pool with them sales blasts. You ain’t no fool you know the cool – it’s why you did so well in school.

So listen to The Man from NET:101, he got the message to make it all hum, hum, hum.

The 4 Rungs of Social Media Adoption


When I worked in the wine industry many moons ago we had certain classes of wines that were commonly referred to as ‘ladder wines’. These were grape varieties or styles that an individual would typically start enjoying as part of their wine journey – for most people it would stat with a sweet white such as a Spatlese Lexia. As a person’s palate matured they would move up a predicable ladder of taste sophistication to dryer whites, onto sweeter fruit-driven reds, and finally across to fuller-bodied, savoury reds.

A similar step-process plays out for organisations when it comes to the adoption (or non-adoption) of social media. These are the 4 commonly observable rungs.

Rung 1: Social Media, Unconvinced

All business professionals are ‘aware’ of social media at some level – they might use Facebook themselves to keep in touch with family, or observe their children engaging on any number of other platforms. But they are unconvinced it could ever deliver much in the way of business value. They can see other organisations who are active in the space but regard their own industry-sector as different – “It’s not relevant to what we do…”. It’s typically seen as an unwelcome distraction from the real business of business.

Rung 2: Social Media Experimental

Give it a go. The first tentative, experimental steps into social media are likely a Facebook page, a blog (as part of a new website build) and maybe a couple of YouTube videos. Most likely the blog will flounder in the first few months – it’s a bigger task than most people imagine to produce long-form text on a regular basis. The YouTube videos will sit out there and rack up a few views without doing any harm. Facebook will get the lion’s share of attention, after all it seems easy enough to push out a few product pics and announce the date of an upcoming clearance sale. The social media success measures at this experimental stage will likely be the public scoreboard of fan or follower numbers, rather than definable business goals.

Back to Rung 1: Social Media, Now Doubly Unconvinced

The initial push into social media loses momentum – the input required to maintain an active presence starts competing with other day-to-day demands. The lack of a visible business return is rightly being questioned. Maybe the person who first drove the entry into social media leaves, or the business just doesn’t want to keep paying an external agency or consultant for what now seems like a one-way flow of money (despite the accumulation of fans and followers). The organisation walks away form their social media, stepping back down onto the first rung.

Up to Rung 3: Social Media Glimmer of Hope

Something seems to be working… it could be as small as an inbound sales lead citing the organisation’s blog. Or referral traffic to the website is up and so are online enquiries. That fluid hydraulics video we posted on YouTube is now sitting at over 3000 views – people really seem interested in our stuff. And a small but highly engaged community has started hanging out on our Facebook business page… climb a rung.

Rung 4: Business as Usual

The question regarding social media shifts from ‘should we be doing it?’ to ‘how can we be doing it better?” Extra resources are typically allocated at this stage – a new part-time or full-time social media position might be created. A formal social media strategy is formulated with clear-cut objectives and measurable outcomes over extended timeframes.  A social media policy is codified. Quality content production becomes a priority. Other departments around the organisation are encouraged to get involved, to share in writing the blog, to answer technical questions, and to help the social media effort generally by sharing their expertise outside of their departmental silos.

Eventually the organisation ceases to refer to themselves as ‘doing social media’ anymore – the platforms, the content and the community become integrated into the organisation’s marketing, sales, customer service and communications mix to the point of invisibility. it’s now just business as usual.

Blogs are the Rubber-Men of Online Publishing


Blogs are versatile, flexible and easy to use publishing platforms with a wide variety of personal and professional applications.

Blog Features
  • Full branding flexibility
  • Sits on own domain (optional)
  • Hosted by yourself (optional)
  • Free open-source software (WordPress)
  • Access to free or inexpensive themes (layout and functionality)
  • Mobile responsive themes out of the box (most are today)
  • Free third party plug-ins, e.g. ecommerce
  • Easy to find a WordPress developer
  • Google Analytics reporting (optional)
  • Conversational via ‘leave a comment’ (pre-moderated)
  • Search engine visibility
  • Self-arranges posts into category and/or month folders
  • Internal keyword search function
  • Easy to cross-reference other posts via category tags and hypertext
  • Easy to directly link to specific website pages from within posts and vice-versa
  • Easy to cross-post to other social media
  • New post notifications via email subscribe
  • Single or multi-authorship
  • Guest posts (optional)
  • Cross-posts (optional)
Blog Use-Cases
  • Standard website – no blogging functionality
  • Personal or corporate
  • Content marketing / genre specific
  • Curation of third party content
  • Media room/ official mouth-piece
  • Inverted intranet
  • eCommerce
  • Conference/ event support
  • Specific brand, geographic market or campaign support
  • Customer support – knowledge bank
  • Community/ cause support
  • Crisis management touch-point
Supported Media
  • Short-form text (single paragraph)
  • Long-form text (no limit)
  • Images
  • Streaming video
  • Streaming audio
  • Embedded social media posts
  • Downloadable files
  • Forms
  • Plug-ins


Alternate Blog Types:
Art Blogs






Vlogs (video)




Blogging Feature Examples

Social Media Post Embeds
Grab the embed code from a specific social media post and insert.

Screen Shot 2016-04-09 at 8.09.08 AM


Internal and External Hyperlinking
Cross-reference to another blog post you’ve published or link to anywhere outside of your blog.


File Downloads
invite readers to download a file or a PDF such as the NET:101 Advanced Social Media & Strategy program.


Insert a formatted table with column and row number control.

Red Blue Green Yellow
Pink Brown Purple Orange
Indigo Violet White Black


‘Social’ Perfume by net101


After launching the wildly popular perfume Digital in 2008, the house of net101 has unveiled Social. The nose behind this composition, Tim Martin was following the idea of creating a classic business fragrance, “One that would last for years and be the type of scent that organisational stakeholders would adore.”

The notes of Social are composed in accordance with Martin’s personal tastes, who also wanted to create a structured yet approachable composition. “I like strategic-analytical notes and we’ve never done this type of fragrance before, it’s more bottom-line focused than any of our other business scents. But I also wanted to invoke a sense of journey through exotic lands and new ideas.”

Social opens with sparkling notes of warmth and humour. The middle notes introduce a kaleidoscope of content-rich imagery, cascading text, streaming sight and sound. It’s a rush. The base notes create a sense of intellectual order: objectives, reports, goals – there’s no denying an underlying seriousness here. It’s a remarkable balance of weight and counterweight and will find broad appeal with execs from both the commercial and not-for-profit sectors. Its longevity is one of the most impressive on the market, lasting several business cycles and often longer.

When I first experienced Social I felt as though I had stepped into an environment where everything just seemed to work. It inspires feelings of confidence, focus and experimentalism. While it’s squarely targeted at the corporate environment it exudes enough playfulness to be worn outside of office hours. I find myself being drawn back to Social time and again – without doubt, it’s another classic in the making. The packaging as you would expect is gorgeous.

Available in Australia only. RRP $895


Dear Little Miss Social…


Dear Little Miss Social

I’m curious about social media, but I don’t really want to put myself ‘out there’. The very idea unnerves me – I think I would rather just stay within the shadows of anonymity. But I have varied personal interests and would genuinely like connect and share with like-minded others. Am I destined to remain the social wallflower or is there an acceptable half-way point I could adopt?

Judy Manningham
‘Uncertain Social Wallflower’
Adelaide, Australia

Dear Gentle Reader

Half-way points? Never, they are ghastly places and should be avoided at all costs! The real question here is one of personal visibility. Little Miss Social herself remembers a not-so-long-ago time when the everyman or women was destined to a social existence of accidental proximity and limited influence. But thankfully it is a thing of the past. As a postscript to Mr. Dylan: the times, Gentle Reader, they have changed.

Social media is an intoxicating assemblage of new technologies. They are enablers of extended and threaded conversations – one may listen, and on occasion hold court. They have formed a tapestry of weak and strong social bonds amongst former strangers, and of course they are an endless source of amusements. But most importantly they are a kaleidoscope of blank canvases upon which to paint, share and propagate connexion. What an opportunity to play the twin roles of conversationalist and artist! You must express yourself, Gentle Reader, out in the creative commons where we can discover you. Publish, opine, engage and claim ownership with manifest confidence. Our new millennium offers much which is easier, but personal online visibility and reputation is now fully our own undertaking. You must to grasp the social media nettle if you want to move from being a person to a person of community interest. 

The timid of heart and weak of mind enjoy short shrift in today’s attention economy. Cast aside whatever notions of 20th century modesty you might have and start throwing stones into your chosen ponds. The intersection of ripples – yours and others – is where it gets interesting indeed!