Mumbrella to run social media risk management masterclass

Mumbrella is to run a half day masterclass on managing risk in social media.

The event will take place on Thursday March 1 at Darling Harbour in Sydney.

Speakers will look at the risks associated with social media marketing – and how to mitigate them.




von muenster

Cornwell McKean

Cornwell McKean

The speakers include a legal perspective from lawyer Stephen von Muenster, the journalism perspective from Prof Mark Pearson and a regulatory perspective from the Australian Communications and Media Authority’s Julia Cornwell. The session will also examine case studies of brands that have found themselves in social media firestorms – and how they got through the crisis.

Kim McKay, boss of digitally-led PR agency Klick Communications will moderate the event.

At last week’s Mumbrella marketing summit, managing risk in social media emerged as a key issue for those involved in marketing.

The event is aimed at members of marketing teams whose brands use social media as a promotion tool, marketers whose brands might be discussed on social media; agency staffers likely to be responsible for assisting brands on social media strategies; agency staffers – whether from PR, media , digital or creative agencies – responsible for developing and overseeing social media strategies.

Speaker details:

  • Stephen von Muenster is an attorney who has specialised in advertising, communications, marketing, promotions and media law for more than 15 years. He is a regular advisor to the Communications Council, the Media Federation of Australia and Social Media Club Sydney.
  • Mark Pearson’s latest book, Blogging and Tweeting Without Getting Sued, is due to be published next month. He is a former section editor of The Australian and has written three editions of The Journalist’s Guide to Media Law. He is Professor of Journalism at Bond University in Queensland, Australia.
  • Julia Cornwell McKean has been manager of the anti-spam team at ACMA for the last three years. her focus includes issues where digital marketing interacts with spam legislation.

Tickets are priced at $299. Details of how to book are available here. (pdf)


  1. jean cave
    8 Feb 12
    8:12 pm

  2. I hope Mr Pearson will be touching on the subject of the slow but steady replacement of the subjunctive mood with the indicative in the English language.

  3. Ann
    8 Feb 12
    10:09 pm

  4. Should be an interesting event, certainly risks as Qantas found out in 2011!!

  5. defender of troglodytes
    9 Feb 12
    11:01 am

  6. Great stuff, but has anyone told Mumbrella that Sydney isn’t the centre of the universe?

  7. mumbrella
    9 Feb 12
    12:20 pm

  8. Hi Defender of Troglodytes,

    Always happy to respond to market demand. Do you have a request for a particular venue?


    Tim – Mumbrella

  9. Communication Services Inc.
    9 Feb 12
    2:41 pm

  10. Could be a pretty short class.

    The risks outweigh the benefits, by and large

  11. Allen Roberts
    10 Feb 12
    9:32 am

  12. Hi,
    I suggest a risk management perspective.
    As a Fellow of the AIDC, i have banged on a bit about the risk of social media to the value of a business, but mostly my peers are accountants and lawyers, and do not see the potential of intangible asset value devaluation from poor Social media outcomes with the same concern as i do.
    Just a thought.

  13. Craig
    15 Feb 12
    10:09 pm

  14. Seems to me that Sydney being the largest city in Australia it’s not a bad place to run a course. If it works, then roll it out elsewhere :)

    Communication Services Inc. (ironic name given your comment), there’s risks with everything in business and life – including the risk of doing nothing.

    For an organisation failing to engage with risk is similar to a person lying down and deciding to die. The world keeps changing, organisations must change with it.

    It is important in every endeavour to recognise the actual risks, understand their potential effects and know how to avoid or mitigate them – however you still must take them if you don’t want to be left on the roadside.

    Social media, being newer than many other technologies, is perceived to have greater risks – though many that have been assigned to it are risks you will face whatever communication channel you choose.

    Also often failing to engage via social media presents a much greater risk for organisations. If you don’t engage it doesn’t mean your customers won’t. Vodafail is a great example of how to damage your brand equity through poor engagement (and hopefully Vodafone has learnt from it).