Dr Karen Sutherland

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Dr Karen Sutherland Dr Sutherland is an award-winning social media Snr. Lecturer at UniSC & Co-Founder of Dharana Digital
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Dr Karen Sutherland is a social media and public relations educator, researcher, consultant, author and speaker with more than 20 years' industry experience in marketing, public relations and communication roles for organizations such as Monash University, ABCTV, Fremantle Media, and the Australian Red Cross Blood Service. As the Best Social Media Educator of the Year for 2020 by the Social Media Marketing Institute, Dr Karen is the Program Coordinator of the Bachelor of Communication (Social Media) at the University of the Sunshine Coast, the co-author of Public Relations and Strategic Communication published by Oxford University Press and her latest book, Strategic Social Media Management – Theory and Practice was released internationally in December 2020 by Palgrave Macmillan.
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Dr Karen is passionate about demystifying social media for business owners and nonprofits and empowering them to build positive (and mutually valuable) long-term relationships with their customers and stakeholders. As a dedicated yogini, Dr Karen practices daily to deliver her clients the steadiness and focus that is Dharana Digital. Her qualifications include:

- PhD – Monash University – Towards an Integrated Social Media Communication Model for the Not-For-Profit Sector: A Case Study of Youth Homelessness Charities

- Master of Marketing (with Merit) – University of Newcastle

- Postgraduate Diploma of Arts (Research) – Monash University

- Bachelor of Communication – Monash Universty

Learn more at: https://www.dharanadigital.com/

19/10/2026

This week I crossed to California to chat with Jeff J Hunter from AI Money Group.
We discussed to AI news stories:

1. New research showing strong return on AI investment is more than three times as likely when teams redesign their workflows rather than adding AI to existing tasks.

And

2, Anthropic warning that AI could change future computer viruses to adapt while they spread

On getting value from AI:

Jeff’s view is that time saved was never a great measurement.
When AI first arrived, that is what everyone reached for.

His focus is revenue-generating activity.
Automating more marketing through social media, through emails.
Once AI at least breaks even against what you spend, adoption gets much easier.

My own research shows most people try AI to save time. Jeff said he did too.

What actually happened was realising how many more things you can now do. You end up chatting back and forth with AI about everything you have always wanted to do.

His measure: faster, better and cheaper. The trifecta.
He argues we have never had a technology that delivers all three at once.

On easing into AI agents:

Jeff’s analogy is like learning to drive. The student is behind the wheel.
The teacher sits in the passenger seat with their own brake pedal.

As you give AI more access, keep your foot over that brake.

What NOT to do first:

Integrating it into your social media, your emails and all your systems at once is the worst possible start.

People can send emails that get your agent to do things.

There is a documented case of a security consultant at Meta whose agent deleted 3,500 emails from their corporate account.

Treat it like a human.
You would never hire someone off the street and hand them the keys to every database you own.

On AI-adaptive malware:

Traditional malware is pre-programmed. If your computer does not have the right conditions, it cannot do much.

With AI, the malware analyses what is happening on your machine first. It finds vulnerabilities. It can replicate itself across your network.

I asked how close this is. Jeff said it is already here.

He expects an attack carried out by AI models before the end of the year.
He also pointed to open source models running without supervision.

What businesses can do:

Be cloud-based.

Have backups of your backups.

Be very controlled about the access you give AI across your network and systems.

Jeff also sees real opportunity in security.
People who were previously hackers coming in as anti-hackers.
Cat and mouse, and whoever has the better development team wins.

If there is one thing to take from this episode, it is access.

Be deliberate about what you hand over.

Thank you Jeff for joining me from California.


University of the Sunshine Coast Dharana Digital

11/10/2026

This week I crossed to Kentucky to chat with Professor Karen Freberg from the University of Louisville.

We discussed two key stories:
1. AI political ads blurring fact and fiction ahead of the US midterms
2. LinkedIn planning to use AI to fight the AI slop on the platform

On deepfake political ads:

Karen described the midterms as the first AI-driven campaign ads.
People are getting confused between what is real and what is not.

Plenty of people never saw political ads as trustworthy.
AI has made that worse.

Are warning labels enough? Karen says a start, not a solution.
Depending on where the label is located, people may completely miss it.

I raised the research happening here between UniSC, Deakin and Griffith.
Early findings show people mistaking real political ads as AI generated.

The risk Karen named: if we cannot trust anything, we stay in our own little bubbles and go to our respective sources.

What she tells voters to do before sharing:
Take the emotion out of it first
Ask what they are saying, what the facts are, what evidence is put forward
Do the additional research
Notice when something feels extreme even for a political ad

Critical thinking and AI literacy matter more than ever.

On AI slop:

Karen’s description: they all sound the same.
One line, then various paragraphs.
You scroll and scroll and scroll and think, this is not how normal everyday people write a LinkedIn post.

Her clearest indicator is knowing the person.
When someone is not writing in their own voice, you notice.
The colourful, personal, personality-driven content disappears and everyone sounds the same.

Her idea for LinkedIn: an AI score on each post rather than an all-or-nothing label. 100% AI created versus human written and AI edited.

People use AI in different circumstances. All or nothing raises concerns.

Her advice on using AI without losing your voice: treat it as a tool, an assistant, an intern.

You stay in control of the creativity, the ideas and the format.

It is there to assist, not to replace you.

Thank you, Karen for spending your Sunday afternoon chatting with me from Louisville.


University of the Sunshine Coast Dharana Digital

04/10/2026

I have my own show on Ticker. Still getting used to saying that.

My first ever guest was Dennis Yu from Local Service Spotlight, and he was so generous with his time and his knowledge.

We chatted about two AI related stories:

1. OpenAI putting its latest model on hold over fears it may act without permission and mislead users

2. Apple planning stronger privacy controls after Mac users complained Meta AI was reading their private messages

Dennis was right on the money.
Hiring an AI agent is the same as hiring a human.
What is the goal, what is the role, what is the minimum permission they need to do it?

Most people are using one AI assistant to do everything.
Yet, in the real world, you would never give one employee access to all of your private information.

His other line: around 90% of users just click allow without reading what they are agreeing to was scarily accurate.

Dennis believes in education more than regulation.

One practical thing from the episode if you're a Mac user:
go into your Mac settings and audit which apps have permission to do what. There are hundreds of fine-grain permissions in there.
Some of those apps have been sitting there for years.

How did I think I went with my first episode?
Let's just say I have a lot to learn about hosting.
It's a completely different muscle to being the guest.
Just like anything, I'll get better with time and practice.

Thank you Dennis for being my very first guest.
What an awesome way to start.


University of the Sunshine Coast
Dharana Digital

03/10/2026

What you seek is seeking you - Rumi.
πŸ«ΆπŸ§‘βœ¨πŸ’•

Pause, breathe and re-centre.
02/10/2026

Pause, breathe and re-centre.

Today builds tomorrow.πŸ«ΆπŸ§‘βœ¨πŸ’•
26/09/2026

Today builds tomorrow.
πŸ«ΆπŸ§‘βœ¨πŸ’•

Good news πŸŽ‰ My 2027 calendar is now at the printer. This is the cover shot. 😍Thanks for helping me choose the pics. The ...
21/09/2026

Good news πŸŽ‰ My 2027 calendar is now at the printer.
This is the cover shot. 😍
Thanks for helping me choose the pics.
The winner will be announced once they are ready. πŸ₯°

21/09/2026

Albanese Went to Apple. Trump Calls AI Warnings a Hoax.

This morning Ahron Young and I chatted about two news headlines on Ticker.

Both came down to the same thing: governments trying to control something they do not build.

On Albanese at Apple Park:

He is not having much luck with the social media platforms, so he has gone to the device makers instead.

The thinking is that getting Apple on board stops underage users before they even reach a platform.

I have spoken to reps from the platforms.
The attitude is good luck getting us to do this.

Where this gets stuck:
The under 16s ban has not been overly successful across all platforms
Fines have been increased, but I have not heard of a single platform being officially fined

The algorithm switch-off is the one to watch.
Opt in or opt out, and how it gets enforced.

Platforms have given us privacy controls before.
You have to go deep into the settings to find them.
If the switch is buried, it may as well not exist.

We are leading on this. After the under 16s ban, other countries got on board.
I was in Azerbaijan earlier this year and they are looking at it too.

The algorithm switch-off is different. No one else is doing it yet.
The real question with the devices: why should they? What do they have to gain?

On Trump's AI Force:
No detail. No timeline. Your guess is as good as mine.

He says AI is the next Industrial Revolution, possibly 25% of GDP.
He says no new laws are needed and existing ones will handle bad actors.
He has called the concerns a hoax.

What concerns me:
The people raising the alarm work at these AI platforms.
They are the ones building it.

To have someone not involved in that dismissing it is a bit concerning.

Trump is all about not hampering innovation.
Innovation can also come at a big cost.
Is it really innovation if it comes back to bite us later?

University of the Sunshine Coast Dharana Digital

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