CASE STUDY 02

Cat, a health promotion officer, manages Sexual Health Organisation (SHO)’s social media presence. The organisation has decided to commemorate the Trans Day of Remembrance with an Instagram post explaining why trans rights matter for sexual health. 

The post is screen-captured and shared by a far-right podcaster, with a derogatory caption. Her followers shared her post across online communities internationally, who then spammed SHO’s Instagram account with transphobic comments, including death threats and gendered harassment. The messages begin after midnight (Australian time) and quickly spread to SHO’s other social media accounts  

Cat wakes up to a panicked email from her CEO, who had just received calls from the local media. Cat has no training in social media management, and SHO’s social media policy does not offer guidance on responding to a 24/7 sustained social media pile-on.  

After 24 hours of attempting to delete the individual comments on SHO’s social posts, Cat is feeling sick and overwhelmed. She is concerned that these transphobic comments are creating an unsafe environment for SHO’s followers and staff.  

Finally, Cat changes SHO’s privacy settings so that only existing followers can reply to SHO’s post. She cautiously changes the privacy settings back after a week without the pile-on restarting. Her managers realise that the current SHO digital governance policies are not fit for purpose.  

After ensuring that Cat has adequate personal support, SHO leadership resolves to seek expert advice on social media management, and ensure staff receive adequate training in future.