Platform Fluency vs Platform Mastery

Have your communications team got current qualifications?

I spent some time recently getting formally certified in tools I've been using for years - Meta Digital Marketing Associate and Canva's marketing suite. Partly to tick compliance boxes, partly genuine curiosity about what's changed.

A few things worth noting from the material: Meta's pushing hard on cross-platform integration (the unified Business Suite approach feels less clunky than it used to), and there's a clear pivot in how they're teaching measurement - less about vanity metrics, more about conversion API implementation and first-party data strategies post-iOS changes.

Big changes in AI Content

What struck me most was the underlying shift in how platforms are positioning content for discovery. The training emphasises optimising for platform-native search and AI recommendation systems rather than traditional SEO thinking. Makes sense when you consider how people actually find content now - Instagram search behaviour, Facebook's AI-driven feed curation, even how ChatGPT and other AI tools surface and summarise brand content.

Fast Fingers, Shallow Strategy

The fundamentals haven't changed, but the infrastructure definitely has … which is why strategy matters. It’s definitely worth revisiting these 'basic' courses every few years just to see where the platforms think the industry's heading. 

If you're navigating any of these platform changes or rethinking your social strategy to increase credible engagement (not just likes), happy to chat. Email us on susan@susanblain.com.au.