305: What is Meta doing?? | Katharine Crane

Meta is going through a lot of changes. Recently, thousands of businesses lost access to their Instagram accounts due to edits within Meta and some AI issues. 

In Australia from Dec 10, under 16s are banned from using Meta. It is a lot to get our head around so in this episode of The Content Queen Podcast we have Meta Expert Katharine Crane to give us an update and to help you future proof your Meta account. 

If you LOVED this episode, make sure you share this on your Instagram stories and tag us @contentqueenmariah and @crane_creative.

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KEY EPISODE TAKEAWAYS 👇

✨ What has changed with Meta 

✨ How you can secure your Meta account 

✨ Details on the under 16s ban in Australia 

SHOW RESOURCES 👇

If you like this episode, don't forget to share it to your Instagram stories and tag me⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ @contentqueenmariah⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

Other than that, enjoy - chat next week 💕

ABOUT THE GUEST 

Katharine Crane is a social media strategist and coach based in South Australia, known for making the back end of Meta make sense. After fourteen years in the digital space, she’s become the person business owners call when things break, accounts go missing or Meta changes something overnight. Kat blends strategy with real life practicality, helping business owners secure their setups, create stronger systems and use social media without the chaos.

PODCAST TRANSCRIPTION

This is episode 305, and I'm talking about what is going on with Meta with Catherine Crane, who saved my life recently, and I'll talk about it with you in a second. Welcome to the Content Queen Podcast. I'm your host Mariah, entrepreneur storyteller, digital nomad, creative content bootcamp, and founder of Content Queen.

I'm here to teach you how to share your unique story, create content, and market your business with strategy through the channels that work for you. Each week, I'll deliver a story to help you connect to a powerful strategy around marketing, business, and content creation. I'll also be joined by amazing souls and entrepreneurs who are here to share their own journey, along with actual steps, help you take your business to a whole new level through amazing storytelling, powerful line marketing and content strategy.

Let's do it. Hello, gang. Alright. Meta. There's lots happening in the meta world. Uh, if you are in Australia, there is the ban of those under the age of 16. There is lots of businesses losing their accounts on meta, [00:01:00] and meta is going through its own transition on using a lot more ai. So I wanted to get someone to come on the podcast and talk about it.

Now, how I met Catherine was through my own. Experience. So if you, I've talked a little bit about it on some of the podcasts and social media, but in February, I basically, one of my clients got their accounts hacked, and as a result I lost my account and that really stressed me. Because obviously I didn't want it to impact my clients.

Um, obviously it already impacted one, but that was because her account had been hacked. So I did some things that I thought were gonna safeguard the account, and everything was fine until just in October when I got a message that come up on the screen when I went to go into post for a client to say that their account had been suspended.

Then two other accounts fell in the same second, and three days later another account fell. And then after I ended up in hospital [00:02:00] from all the stress, two other accounts went. Now, after I had recorded this episode with Catherine, literally two days later, another account went, I got every one of them back except two, which was very interesting because as of the weekend I got.

Of the accounts back, even though the two accounts that had been suspended were permanently removed, I managed to get them back. Now, I, I don't have answers. I don't know what happened. No idea. But in the midst of all this stress, I was referred to Catherine, so I had a chat with her, and while she doesn't help you get your account back.

She had a lot of knowledge and it was really good to sit with her and go through some of the meta stuff. So I wanted her to come on the podcast to talk about this because there is just so much that we don't know about the backend of meta, and unfortunately, until these things happen, we forget how little control we actually have on some of [00:03:00] these things.

So it's good to protect yourself. There's some really great action steps after this episode that I think will really help you too. Just future proof yourself. If there's one thing you get from this episode is please future proof yourself, like I've been under a lot of stress. And to be honest with you, there was a moment where I'm like, I don't wanna do this anymore.

I can't do this. And even on Friday when that last account went, I was like, oh, you're joking me. But I do have the resilience now. And then obviously on Saturday I got an email from the client that we thought her account was never to be seen again. To say that her account had come back and been reinstated and they were really sorry for the mix up.

And basically, no one's ever gonna tell you what you've done, and I want answers, but this is not gonna happen. I, unfortunately, so we just have to do what we can basically. So let's chat with Catherine. So Catherine is a social [00:04:00] media strategist and coach based in South Australia, known for making the backend of meta make sense, which yes, she does.

After 14 years in the digital space, she's become the person. Business owners call when things break, accounts go missing, or meta changes simply overnight. Kat Blends strategy with real life practicality, helping business owners secure their accounts. Set stronger systems and use social media without chaos.

That defines her in a nutshell. So let's talk with Catherine. Alright, Catherine, welcome to the podcast. You have been my guiding light in the last few months or month, um, and I'm really excited for you to come on and chat with us today. So can you please tell everyone a little bit more about who you are and what you do?

Katharine: Well, thank you Ron, for 

Mariah: having 

Katharine: me. Um, so I am Catherine. I run a business from my kitchen table in Kanda, um, south Australia, which I've been doing for eight years. Um, basically I help a lot of businesses get clear on what it is that they're selling and who they're selling to, but [00:05:00] I'm also very passionate in making sure that the unsexy side of your meta, um, is secure and set up correctly.

Mariah: Mm. Yes, you and I had, um, for a bit of backstory, a chat literally like, oh, nearly two months ago now. Yeah, yeah. It was, it was a while ago now. But, um, yeah, I had lost a few accounts and your name had popped up and I was like, Catherine, I need to talk to you immediately. I'm so stressed and you really guided me through.

Getting in touch with Meta and trying to work out why these accounts had been taken down, and you gave me some really incredible advice and like, yes, took me through a few of the backend and you were, you really grounded me in that time. I cannot thank you enough because whilst yes, I know that's not really something that you.

Do that much helping people get their accounts back. 'cause we're gonna talk about why it's a little bit changed and a little bit different now. Mm-hmm. But, um, the fact that you had obviously helped so many clients in the past with meta and all things complications, I feel like you were [00:06:00] like, look, you know, it's, and you just said it before, which.

Maybe you'll say it now, but like, it's just, yeah. I would love for you just to talk a little bit about like, kind of how common it is for people to lose their accounts and Yeah. What this all means for us. We're all a little bit scared over here. 

Katharine: Yeah, yeah. And you know, it is, and like, I, I think what you, what I called it was, it's, it's not you, it's them.

So, you know, remembering. That part that is not a malicious attack just on you. Generally, they are using a whole suite of AI bots with minimal human interaction. So, you know, there's always going to be mess ups, um, that come along the way and sometimes. Even the nicest people in the world are collateral damage.

Um, and you know, it's the thing to remember that, you know, like I said, is not a personal attack on you. Um, but the main thing is that, you know, to try and protect yourself from these things from happening, um, you [00:07:00] know, so it is better to be proactive than reactive a lot of the time because if you've got stuff in place and if you do have to be reactive, you've got a lot more information for them to go on.

To be able to give it back to you if you know it hits the fan. 

Mariah: Mm, yeah, that, that was an interesting one. So for context for everyone, one of my client's accounts, their Instagram and their Facebook wasn't connected because at the time of us creating it, I needed the owners to do that. We're all very busy.

It just didn't happen. And obviously you saying look. Don't ever bother with that one. Start again. It's too hard to like, if they're not connected. So take us through some of the things that we can be doing to be proactive right now so that if, you know, God forbid we get that email, that literally is like a trauma for me.

Now if I see that email one more time, I'm gonna. 

Katharine: I know that it's literally like your whole stomach just drops and is filled with cement. Like it's the worst feeling ever. Um, you know, and I've had it happen to me as well, like, you know, where [00:08:00] they sent me an email and I was on my way to a family holiday, and I'm like frantically trying to message them on my phone while going from, you know, Kander to Port Lincoln going, this isn't, I haven't done anything.

What's going on? I can't access any of my client accounts. So, yeah, it is. Scary. Um, but you know, because I had things set up properly, I was able to rectify it pretty quickly. So the thing to remember is that your meta account is more than just your profile. So generally you've got your personal profile, then you'll have your business profile, which is then attached to your business suite.

Um, but overarching is, and I feel like everyone's just got 

Mariah: no, we'll break this down. Overarching we need to know over 

Katharine: is your business portfolio. Um, and that is really crucial. So it used to be called the business manager, but. Because why keep things the same, um, is really important to make sure you have that [00:09:00] set up.

So that means, so on your personal account, first and foremost, is your two factor authentication. That is a given. And also make sure that you have a Gmail or a business address in your personal pro pfo, um, profile and not a Hotmail or an Outlook because they're the most easiest ones to have hack. And if you are anyone like me, you would've set up a really lovely Hotmail address when you were like.

13. Um, and you probably haven't updated the settings in that, which means that it is the most easily hackable way for them to get into your social media. So, you know, that's the first thing is making sure your personal profile, two factor authenticator, get rid of any Hotmail email addresses. Um, I've actually been in someone's account while the hackers are in the email trying to intercept and change like.

It's hectic. Yeah, so do that. Then in your business [00:10:00] portfolio, you're gonna wanna have two people minimum as full admins on your business portfolio because if anything happens to your personal account, someone else still has access to your business assets. And I think that, you know, a thing to really kind of putting it into, um, a way that.

Kind of sticks in your brain is that all of the things that we create through meta and all our social media platforms and our websites are assets, right? So if you were hypothetically to go sell your business, this is, these are part of your, you know, what's worth money in your business. So you wanting to protect it like you would.

You know, all your car or your house and all your business things. So, you know, putting that kind of spin on it hopefully will then, you know, get you to start thinking of it like it's not a toy. Um, you know, the thing in social media isn't a nice to have, it's a must have and it is a really important asset.

Um, so two people on there. [00:11:00] And make sure that you have your megapixel set up on your website. You've got your domain verification set up, but you've also got all of your information added into your business portfolio as well, which is your, your actual. Register name, your address, phone number, A, B, N, all of that information in there as well.

Because if anything was to happen, you can then go, Hey, this is my business. Here's the piece of paper that says all of the stuff and it matches up. So it's giving you a lot more to go on. Um, a new thing that they've just added is another verification is on your ad accounts. Um, so you can either register the business or it's just as easy, especially a lot of our sole openers to just.

Verify your own ID in there. And that's another safety layer as well, because your ID is in there. They know it's you. So it is a very boring and unsexy topic, but [00:12:00] it is crucial to have it all set up because I've seen firsthand what happens when you don't. 

Mariah: Me too. But no, it's these things like when we start these Facebook pages, you just like put like, get your business page up, you've got your Instagram and then you just like, go on your way.

And I've seen so many times, even when I've been, you know, started with a new client as a social media manager, like, um, then I, you know, wanna go into their account, it's connect to their personal and it's like, starts to get a bit messy. So even when eventually you do outsource or you get people to support you, like.

When that stuff is set up properly, it makes such a difference. And even when selling, like I had a client recently when their old business, when they went to sell it, it was a nightmare to give the new business owners the Instagram because it was all really, really heavily, like they just kind of created it under their personal, so it was sort of like a hierarchy.

Yeah. So I hadn't been separated, 

Katharine: and that's so tricky. 

Mariah: Yeah, yucky. Yeah, no, I know. And like, uh, and one of the things that you said to me that really [00:13:00] stuck with me is like, even if your clients aren't planning on doing ads, still set up an account. So I imagine that helps with that extra layer of protection as well.

You obviously mentioned the Pixel, which is the code between your website and Instagram. Yeah. Meta, but yeah, you've, I would be interested to know about like the benefits of just making sure you've got the ad account. Is that just that level of protection? 

Katharine: Um, it also gives you, without having to always pay for support, an avenue to talk to Meta as well.

If you don't have the ad account, you got nothing. Yeah. Um, so because, you know, they want us to spend money on their platform. Well, they're business, right? If you've got it set up, even if you're not planning on running it straight away, I know at least you've got Yeah. It there. And you know, the other thing as well, you know, talking about the, the megapixel is that even if, like I said, you're not running ads anytime soon, you still want it to learn what kind of people come to your website.

Who are the people that are engaging with your content in on [00:14:00] Instagram and Facebook. So when you are ready to run ads, you've got a stronger base of you know, who your ideal customers are and who are the actual people that are coming to your website. 

Mariah: Yeah, that's, that's a really good tip actually, because I find that's happened before with clients.

Like, oh, let's do ads, and they haven't had all that stuff set up, so there's just, we're just running off nothing. Um, it's not really something that I offer, but with one client when I was just helping her a little bit, yeah, we're kind of like, oh, we. Haven't been collecting any data 'cause it hasn't been set up.

So it is good to get that information as well. But you know, it's all these things that we just don't think about. But I think, you know, we're in December now as this podcast comes out. Um, you know, everyone has a little bit time off over Christmas. I think it's a really good thing to add to the to-do list and just get it done.

Like as you said, it's not sexy, but it's just updating information, making things. Clear because yeah, from my experience, um, there were clients that weren't connected to Instagram and that's just, you know, it's a nightmare. So one of the things, um, that you mentioned is if you aren't verified, you know, obviously if you have an ad account, [00:15:00] you can have a way of contacting meta.

Do you recommend that people do the meta verification to get that level of support? 

Katharine: Um. If it's needed, like for me, I guess because I've been in the doing this for a very long time, um, I've got people that I can contact and can readily get in touch with, with agents. Um, but there are times where I think, you know, and I think this is where the support has been getting shitter.

For lack of a better word, uh, is because they're wanting us to pay. Um, and you know, there are, like I said, there's workarounds, so, you know. Does it make you any more secure? No, because I've seen people who are verified still lose access as well, so, you know, is it just for contacting you? Maybe, but like I said, if you've got an ad account, so I'm like, that's, [00:16:00] that's, yeah.

I'm not sold. Yeah. You know, like, you know, it is like, oh yay, you can put a link on your reel. It's like, well no one's gonna go and look for a link on your reel because we've been programmed that Instagram doesn't do links. So why would I be looking for a link on your reel? Yeah. Like some of these benefits I say in quotations that are like making no sense.

Um, and there's really no proof on it. 

Mariah: Yeah, actually I think I've, I paid just because after I got mine banned, I'm, I'm just 20 bucks a month, like I'm a social media manager. Like, it just kind of made sense. And during this time, obviously I've had that support. Has that support led to anything? I'm yet to say yes, but um, I was just like, you know what, I'll just do it and play the game.

Um, it's a business expense at the end of the day, but I, I think I only get one a month or something with my package 'cause I'm on like the $23 or something. Yeah, I'm pretty sure I only get one link to it. So I was like, you've gotta make it count. And I use a platform, a scheduler anyway now, so [00:17:00] like. Am I really gonna use it?

Maybe not. Like, you know, we use stories now for links. Like I think people are more engaged in your stories anyway. But yeah, 

Katharine: I think like it just depends. Or in your, um, broadcast channels as well. You can pop them straight in. Yeah. Or yeah. 

Mariah: Messaging or, you know, whatever. But yeah, that's an interesting take benefit.

Yeah. I mean like there level of support. Like, it's just so funny, I had a conversation with this guy, he, he's in my case and I literally was like, you know what, I'm just gonna message him every day 'cause no one's giving me answers. And um, and I think. He just goes, this chat has been paused and whatever his name is has, I can't remember his name, I should know it, um, has left the like, oh, okay.

He's just, I'm done with you. They've stopped calling me now. I think they're just sick of me. Um, but yeah, it's a good insight and I think all of us just need to, you know, like your business.facebook.com is something where like, can be pretty foreign to people where that's where your, you know, um. Business portfolio is set up.

I think just getting into a habit of like going in [00:18:00] there and like optimizing as much as you can. I think it can feel pretty overwhelming though when even me, when you took me through a few of the settings, I was like, oh, I didn't even know these things existed. 'cause like sometimes you're like, oh, ads the ad manager could be a little bit complex.

That's why we need more people like you in our lives because. We don't know what we're doing over here. With the old backend of meta, it can be a bit overwhelming, right? 

Katharine: And it can be. And the thing and a lo, a lot of people just dunno what's there or know what to do with it. When, when it is there. Like it's, if you don't know what you're looking for, it can feel like it's a whole heap of gobby.

Go. You know, like 

Mariah: very jargon. Classic marketing, right? Yeah. Just full of jargon. 

Katharine: It's full of like, what, what do you mean? CPI linking and all of these things, and you know, which is why I, I do have a, you know. Plug a product where you can buy and plug through it, please plug for you. Um, yeah, so, you know, we book in, it's an hour, I take over your screen and I do it all for you.

I love that while you're there [00:19:00] so you can at least see what's going on. Yeah. And understand what's going on as well. But you know, then that way it is optimized, secured, all of those things. And you know, you can also then just go, all right, I 

Mariah: can breathe. Ev worth every penny a hundred percent. Like even, you know, just learning about it and not being so overwhelmed by it.

Then, because unfortunately, like whilst yes, we wanna have other places, like our website and our email marketing and our blogs and other social channels, like on Meta is a big player in the game. And, and even though TikTok is like slowly, you know, Instagram. Speaking of Instagram and TikTok fight, did you know now that if you don't have a thousand followers on Instagram, you can't go live?

Which is a very TikTok thing. 

Katharine: Yeah, that has, um, I think been out for at least six to eight months now. Oh, 

Mariah: I didn't even notice. 'cause a lot of my clients don't really go live and. Have more than a follow a thousand followers. But this new client, it's at like 700. We did an open day for them on the weekend.

We wanted to go [00:20:00] live to announce the lucky door prizes. I'm like, hang on, we can't go live. What the hell? And I Googled, and it was because we didn't have a thousand followers, which is like a TikTok feature, right? That they've just again, copied. But you know, I 

Katharine: feel like there's a common thread in there.

It. Very, it's like, remember when Snapchat started and then we suddenly had stories, you know? Yeah, exactly. Like it's just 

Mariah: Instagram are all over it. They're always like watching and implementing and they do it quickly, right? Yeah. So going back to what I'm saying is like these, these platforms aren't going anywhere, right?

So whilst yes, we don't wanna put all our eggs in the social media basket. At the end of the day, it is how we can reach new people all the time. Yeah. So what are some of the common, um, things that you see people make when it comes to their meta assets? I think we've talked about quite a few of them, but are there things that like we just completely forget to do and it's, it's something we need to do?

Katharine: Looking at your commerce manager, which is all part of that as well. So especially if you're an e-commerce brand, you know, making sure that [00:21:00] your Instagram shop and all that set up as well. Um, which also means. Going into your e-com store and making sure that all your old codes and discount codes are either deleted or obsolete because you know, suddenly someone's found a hundred percent off code that you made.

Yikes. And you are then like, ouch. Yeah. So, you know, that's one of those things that people kind of go, oh, I'll just keep moving on. I've done that now. Um, you know. Going through doing a little order of that kind of stuff as well. Um, and we can have products and services on your shop as well. So if you're a service-based business, you know, you can still use your, your, your commerce manager.

That's cool kind of stuff. That's a good hack. Yeah. Um, so, you know, that I think is a very underutilized, forgotten. Thing. And, but you know, and especially when it comes to discounts that we would've created in the website and not going through or putting a timeframe on them, you [00:22:00] know, it's, it's like that, you know, you email the Hotmail address that you made in, you know, the, the nineties is that you kind of set and forget.

So. We need to just remember. So, um, I told, you know, my academy the other day is that, you know, once a week, go in, look at what your shock is, especially, especially if you're selling on high volumes, but going, Hey, you know, what do I need to look at? You know, where's my stock at? Where is, you know, what am I wanting to sell?

Should I put this up as a feature product? All of those type of things. 

Mariah: Mm. 

Katharine: And that is attached to your business portfolio as well. Yeah. Um, but you know, also making sure going through who have you got as an admin on your page? Like, you know, there's times when I've come in to help people and they've got like.

Previous managers that, you know, should not have access to their staff. Mm. Um, and that includes like the, as I call the front end access, which is just purely page access and not [00:23:00] behind the scenes, but they still have as much, they could still delete your page if you piss 'em off. So, you know, going through auditing, that kind of stuff as well, uh, especially over the Christmas period.

Is some of that easier? 

Mariah: Not 

Katharine: quite technical things. Um, you know, making sure that you've got the right people in there and not that disgruntled staff member that you forgot. 

Mariah: Yep. Yeah, that, that happens a lot. And I think, like, I actually, that happened to me recently and I was like, oh my God, I had, you know, old, um, freelancers that used to help me on there.

So guilty, also guilty. Um, but yeah, it is definitely going through it. You, it's a set and forget thing and that's what makes it so hard is you forget to go back. So even having that kind of like SOP of like, you know, reviewing that I think is, is a really good, 

Katharine: and you know, it's the same with, you know what I tell people, you know, download.

Email list as well in case that. Goes, bye bye. You know, I have little reminders set in, you know, quarterly, [00:24:00] um, in your calendar that goes, download your emails today, or, you know, upload this today or check this today. You know, so you can have that set up as a reoccurring thing in your diary. So, you know, you can, you know, go.

All right. At least that's sorted. And something is going to prompt me to do it. I don't have to actively remember all the time. 

Mariah: Yeah. It's like a secure A security. SOP. Yeah. We all need to set up. Yeah, and I think the whole meta business this year really like made me realize, oh my God, there's so many things that need.

Securing to make sure that, yeah. And an email list. That's a good one too. 'cause Yeah, and it's tech. We're relying on tech that we are, you know, it's not always perfect. 

Katharine: No. And you know, I use Kajabi a lot for all of my stuff. And I have seen horror stories where people have lost all of their contacts even in that.

And I'm like, 

Mariah: yikes. 

Katharine: Um, you know, and I've seen it happen in MailChimp mail, all of them, you know, it's one wrong button and. It's all [00:25:00] gone. Mm-hmm. And you know, especially in, you know, the world that we're in, knowing how reactive things can be, you know, those are those type of assets that you really wanna make sure that you've got a good handle on 

Mariah: as well.

Katharine: Like your website, all of those parts, you know? Yeah. Everything you wanna make sure that you've got. And even on your website, make sure that you don't have randos still having access to your websites. 

Mariah: Yep. Good, good call that security 

Katharine: stuff. 

Mariah: Yeah, no, it's a good, it's a really good reminder. And even, um, one of the things that I have always done is like, created the copy for my sales page in a document as well, because like, what if someone accidentally deletes a page or, you know, all those things that we just like do it in the platform even with your content, making sure you have a space with all your content that you've created, all your ads, all your assets, so that, yeah, if you do.

Like that client that we ended up just going, let's just create a new Instagram. Yeah. I have every piece of content I've ever created, so I literally could just pick it up and repost it. I mean, I didn't do all of it and I might just [00:26:00] scatter some things in. Um, but at least like the pinned posts and the things that I'd done, I already had all those assets.

I think sometimes we just do it in the platform because it's easier and then we'll be kicking ourselves later if we don't have a copy of it. For sure. 

Katharine: And you can go through and download all your, all your stuff as well within Facebook and Instagram. Um, also learned that recently too. Yes. Which is, you know, a great little way just to make sure everything's there in case.

And that is for your personal accounts as well, because you know, the amount of times I've seen people lose those. On a whim. Yes. And you know, they've lost, you know, 20 years of photos and memories because we just upload it straight into there going, it'll be there forever. Oh, yikes. You know? Yeah. One of those, it's all, you know, we are, you know, at you.

Their mercy, essentially. So we've gotta make sure that we're at least saving it for [00:27:00] ourselves as well in case anything happens. 

Mariah: Yeah, it's definitely that, um, being proactive, which I think is a really core message because like, yeah, it's, yes, it's an other admin task to add to list, but. You've seen horror stories.

I've experienced horror stories. You've experienced horror stories. Like, you kind of like there's a reason why we are cautious about it and why we wanted, I wanted this episode to come out because honestly, like it is a lot of heartache and especially like work, like so much work goes into it, um, you know, marketing your business and everything, and.

I don't want anyone to have to start again, but if you have to, at least you can be a little bit confident knowing you've got like the foundations already there or things in place. So meta has changed so much and that's why I think like you've noticed that obviously being so involved in meta, um, what, what are some of the recent changes that we all need to be aware of and how can that, how does that shift how we actually use the platform, do you think?

Katharine: I think the main thing [00:28:00] you know, is. And that's, you know, being flooding. It is obviously there's a lot of AI slot out there. Um, and I'm all for using ai, like it has been amazing. Um, although at the moment since then, you update to point or 5.1, I don't know if you've noticed, it's been a bit like 

Mariah: fewer hallucinations.

Yeah. 

Katharine: I'm like, I'm like, what are you okay? Like. Where the hell did you get that idea from? Yeah, yeah, yeah. I know. Um, so, you know, but it is important, once again, you know, if you're gonna do it, you do it properly and you train it and you make sure that you're not just putting in a prompt and not giving it any context.

Um, but there is a lot of that AI thing and I think that kind of the cut through is that you really need to have that human point of point, um, touch point within your content. And, um, yeah, I think that's super important. And like even what you are doing with the [00:29:00] storytelling and you know, your miniseries type stuff like that content is amazing.

Mariah: Mm-hmm. 

Katharine: Because it is, it's real, it's human. Um, and it hooks people in. And you know, the other thing is that, you know, when it comes to that user generated content and you know you are seeing ads left, right, and center, just load up a picture of your product and we have our AI model like doing it that.

Doesn't cut through as much as it does from your actual customers. You know? So if you do have a product, talk to Susie who has bought from you 30 times and go, Hey, why do you keep buying from me and get her to do a video about why she buys from you. Um, I think, you know, having is more the real people. Is, you know, going to help you in the long run that it is trying to buy into every AI trend.

Mariah: Yeah. And to be fair, people now know what is ai. Yeah. Even though it looks really good, we [00:30:00] intuitively we know. Yeah. Intuitively we know. Like, honestly, what's getting me so much on TikTok is these videos of like, you know, like funny dog videos. Mm-hmm. But they're actually ai. And at the beginning you're like, oh my God, that dog, like rescued that kid from like touching the PowerPoint or whatever.

And then you go, oh, hang on. That doesn't, no, no, that doesn't happen. Right? So we but intuitively, like maybe for the first few seconds, we don't know. I mean, my mom's. AI bought, uh, sensors are garbage. She bought one of those like rab real life rabbits and got completely scammed. Um, I can't even believe they're allowed to sell that shit.

But anyway, that's fine. There's a woman on TikTok that dedicates to buying AI stuff. I've seen her. She's so funny. She must spent a lot of money. She was fake, but I bought it anyway. Anyway. Yeah, yeah, yeah. But it's just like we, we know and I think like. As business owners, we have this unique selling point, which is us.

Yeah. Why wouldn't we use it? And actually easier than learning all the AI stuff, like how to make videos with AI would take [00:31:00] hours. You just whipping out your phone and like with skill and time much easier. But also like, um, you sort of mentioned AI and, and, um, meta are using AI obviously a lot now. So how have you seen that sort of play out?

Obviously, I don't know that it's working if they're favor, from my point of view, because obviously there's a lot of glitches and mistakes. Yeah. But yeah. What are you seeing with that? 

Katharine: I think from their backend stuff, I think they need a lot of work. Um, but also maybe stop laying off the real humans and having real people there.

But for meta ads for example, um, you know, they're obviously wanting you to push more into using. Um, the AI part, and for the most part, some of it is actually showing better results. Um, you know, and sometimes it's like, also, what the heck? And why do they have three hands? Uh, because they can go extra finger.

Here's your, here's your image. And it's like, oh, we can create some, you know, AI content. And I was doing ads [00:32:00] for a garden, like a open. Festival and it was like these three people standing together and then there suddenly there was an extra arm. I'm. No. No, not good. No. Um, you know, and if anything, you know, if you do get caught, ask your kids.

'cause I've got a 9-year-old who will go, that's ai, that's bullshit. Yeah. They know. Just call it out straight away. So if you are feeling a bit, just ask the next generation. That's like living it in real life in real time. 

Mariah: Yeah. Um. 

Katharine: But I think, you know, if you lean into some of their stuff, obviously at the moment it's same with all things.

What they're trying to push out, they're going to reward Yeah. As well. Um, so it is playing the game. It's like TikTok and, you know, using the stories feature. Yeah. And using the stickers features and stuff in there at the moment. You know, the more that you do that, it's gonna be you. Your algorithm's gonna be rewarded, all of those type of things.

So, um, sometimes it's playing the game. Yeah. And [00:33:00] you know, the thing is we have free will and if it doesn't align, then don't do it. You know, at the end of the day, and that's the thing, like, you know, yeah, you could jump onto every single trend, but does it align with what you are talking about? Does it align with your business?

Does it align with who you are? You know, and that's where you've gotta figure out the line in the sand and where, how far you are willing to go. So, you know, it is, you know, I think that's a thing that people kind of tend to forget and they jump onto all these bandwagons and then their whole messaging is completely gone because you're like.

What 

Mariah: the 

Katharine: fuck? 

Mariah: Yeah. 

Katharine: Like, you know, you've gotta remember the core of your business at the end of the day is what people are there for and what it's about and how it makes them feel. And if they're confused mm. They're not gonna be part of it. Yeah. So, um, yes, it can be helpful for the overall of what Meta is doing in the background.

God help us. And [00:34:00] um, but like I said, you, you are in control still. Like, you know, we can still write the posts, we can still post the content. You can still do all the things you know yourself. You don't have to rely on what they're saying. Mm-hmm. 

Mariah: Yeah, no, that's a good point. Free will for sure. I, I really love that.

And I imagine for you running ads, it's probably been a little bit of a whirlwind. Like you probably don't know what's up and what's down these days. 'cause it always seems like every time I go into business or like the meta business suite, like something's changed or something's new. To be fair, I started running an ad in March.

And I'm too scared to turn it off because it performs really well. And I know as soon as I turn it off and it's just a, it's a lead, Jen at 10 bucks a day. But like I get really good leads from it and I get people following me on Instagram and I get some really good traction from it. I'm too terrified to turn it off.

I'm too scared to touch it because then I know if I started again, I'll have to go through their ai 'cause it's still using like the, the detailed interests. 

Katharine: Well, the thing is, if you pause it. You can pause it and then turn it [00:35:00] back on when you need it. 

Mariah: Ah, okay. Good point. 

Katharine: Don't have to stop it completely, especially if you haven't got an end date.

Mariah: Yeah, no, don't, no. 

Katharine: Yeah. So if you don't have an end date, you can just pause it and then turn it back on. Oh, 

Mariah: great. 

Katharine: Yeah. 

Mariah: Okay. Didn't know that. Okay. Just, just be leaving it on just too S mean, if 

Katharine: it's working, don't you know, if it's not broke, don't. No, 

Mariah: that's right. Until one day they tell me like, this is not in alignment with our new regulations, that they turn it off.

I thought they were gonna turn it off for me, so I was just waiting for them to do it, but they haven't yet. So, um, just leave it. 

Katharine: But I think, yeah, if it's, yeah, working, but a lot of those things, if you, especially for the lead gens, if it's working, um, and you know, if you've got a optimize to be doing its thing, you can just pause it and then turn it back on and off like a tap.

Okay. And use it that way. 

Mariah: Yeah. That's really good to know. So I, you, you spoke about like your, um, the AI radar with your, um, your kids. What do you know much about what's happening with this under sixteens and how it will impact business owners? Ah, 

Katharine: I have been researching into that. 

Mariah: It's meant to happen soon, [00:36:00] right?

Katharine: Yeah, the 10th of December. 

Mariah: Yeah. So I guess like around the time this interview comes out, so yeah, so 

Katharine: probably like today or something. 

Mariah: Yeah. Yeah. 

Katharine: Um. For me. I mean, and as a parent, I'm like, this shouldn't be up to the government. It's the parent's job to parent. Yeah, of course. Um, you know, I understand. I mean, you know, it is a lot harder now than it was, you know, in the eighties.

Yeah. Um, you know, because there's so much going on. But, you know, it's about setting those boundaries with your kids. Like my daughter's constantly asking for Roblox, and I'm like, yeah, no, over my dead body. 

Mariah: Mm-hmm. 

Katharine: Like the amount of. Grooming and other unspeakable things that can happen on that platform.

Like, no, I don't care if your best friend's playing it, like that's another, 

Mariah: you 

Katharine: know, and we are parents, we can do that, that is our job. Um, but you know, there are kids that have got six figure businesses and, [00:37:00] and there are parents that obviously are running it with their kids, you know, and I've seen that there are some people that are just leaving the country.

Because they're like, well, you know, this is a huge revenue stream. Like, we don't wanna be losing that. Like, mm. You know? So I think, um, while I get it for the side of the bullying and all of that kind of stuff, because, you know. A lot of them were talk, like a lot of the parents coming in from it, from, you know, it's the bullying and I get, it's like, um, you know, it is unrelenting.

Like at least, you know, back in, in the olden days it was just at school. Yes. Um, and now it follows you everywhere you go. Yeah. Like I do get that. Um, but you know, in regards to like just using social media, I think it's, I don't know, it, for me, it just doesn't sit right. Mm. Um, and especially when you are looking at it from a business perspective as well, because you know.

You, these people have built livelihoods, you know, they've got deals with other businesses to, you know, promote or, you know, [00:38:00] all of these things that are all in place. Like it's a huge loss for these people. Yeah. Um, and in, you know, the other thing that, you know, it's that disconnect in a world that, you know, yes, we wanna build that connection, you know, in real life, but these kids are native.

Mariah: Yeah, they really grew up with it. Like even I, to be fair, grew up with social media like it was MSN and, and MySpace. But I still grew up with social media. I know. So good. When you go home from school and you go straight on m msn and then your mom need to make a phone call BRB dinner. Yeah. And then, but like it, and they're, but they're growing up with it like.

Tenfold They're right. Like it, it, it's, yeah. It's a lot to sort of get used to not 

Katharine: having and even like YouTube channels and stuff as well. Yeah. Like, you know, there are channels like, I mean I, my daughter loves LE kids, 

Mariah: which 

Katharine: is, uh, she does makes Lego. 

Mariah: Yeah. The whole time. Well I seen like unwrap the chocolate [00:39:00] bars.

One of my friends little boys when he was three just sat there at the while we're at the pub, like this really shows where we grew up. Like we went to the pub for dinner and we'd just put him in the corner watching videos of chocolate unwrapping. 

Katharine: Easy, but these are adult creators who have literally built their thing on.

Watch to kids to watch and learn about how they can use their Lego in a different way or be creative. Um, you know, it's, these are, it's gonna affect them as well. Mm. Not just the kids who have created stuff, but the adults who are creating for kids. 

Mariah: Mm. 

Katharine: On those platforms are also gonna be affected as well.

Mariah: Yeah. And 

Katharine: you know, I don't think a lot of that thought has come into. From like a business and business perspective, I think it's literally been coming from an emotional perspective of kids are getting hurt, kids are getting bullied. 

Mariah: Yeah. 

Katharine: Um, or kids are getting, you know, groomed and all of those type of things that are [00:40:00] also happening.

But mind you, who the hell do we use to speak to on m mss? 

Mariah: I was gonna say, my activity on MSN with my friends at 11 was very questionable. Very questionable. Like seriously, you would like, even some of my friends would make fake accounts, get photos from Google, pretend to be like we were grooming people too.

Like it was so bad. It was, 

Katharine: it was like Catfish Central. 

Mariah: Yeah. Yeah. So much catfishing. But we didn't know how old the person was on the other end either. Right. Like they were probably, we were catch fishing them and they were catfish us back. But obviously I understand now it's a lot more dangerous than we were like these naive 11 year olds.

Like he, he now it's obviously very serious, but Yes. 

Katharine: But yeah, but it's still, it was still serious 

Mariah: then, but yeah. Oh yeah, of course. We just didn't understand stand it. Yeah. There was not enough. Our parents didn't even know what we'll do it. 

Katharine: No clue. I think you're like, you're the, you're in the age bracket that my sisters are like, yeah.

So I was watching them and I'm there going, 

Mariah: well, I don't think you should be doing that. 

Katharine: Yeah. And they're like, 

Mariah: oh, 

Katharine: you're so like, 

Mariah: don't 

Katharine: be boring, boring. It was like you put a skirt on, stop wearing a belt. And she's [00:41:00] like, this is a skirt. I'm like, no, it's belt like. So, you know, I may have been giving Boomer, but I can't help the geriatric millennial that comes out me.

But it is, I think, you know, all of that. These kids have been, like I said, it's actually gonna be a interesting experiment, I guess on a psychological front, on how these kids are gonna go from, especially the ones that you know are on that cusp of like you. 16, 17. Yeah. Who got Yes. They're gonna lose it for a short time, then they get it back.

Yeah. But it is gonna be interesting to see how this unfolds. Mm-hmm. Um, like I said, for me it shouldn't be a government thing. 

Mariah: Yeah. 

Katharine: It, yeah. It comes down to. We need to parent and that is our job. Mm. You know? Yeah. You look at it from a school perspective and there's all these teachers are complaining that parents are wanting them to raise their kids.

You know, there's a, [00:42:00] you know, we can't be doing that either. It is our job as parents. Yeah, yeah, yeah. And you know, one of the things that, you know, it's our season that we're in, and if you are a parent, you are in the trenches and I see you and I salute you and it's fucking hard. Um, you, but. It's our season and that will change, and the seasons change and what we need to do and protect them from changes as well.

And we just need to move with it. Mm. Um, you know, that's how, that's how I see it. 

Mariah: Yeah. 

Katharine: Yeah. As a parent. Um, but from a business owner perspective, this is damaging. 

Mariah: Yeah. Yeah. I mean, obviously for context for anyone not in Australia. 'cause I know people, this is just Australia at this point in time. 

Katharine: At this point, I think it's, um, Denmark.

I think I'm looking at following, so 

Mariah: Ah, okay. And probably New Zealand at some stage 'cause you know Yeah, we're like, and. So to verify, we'll need to give our like digital, I like, it's like a digital ID concept, right? Yeah. So we're all gonna have to give our [00:43:00] details to meta, which to be fair, to get all these accounts back, we had to do anyway.

So like all of my clients had to give their IDs. So it'll be interesting to see what they do. Do they keep that information? Like how does that kind of work? Could be. I think generally 

Katharine: it's from experience of having to do that process. I think I keep it on file for 28 days and then it gets deleted. Gets deleted, yeah.

Um. And so I think that would be the same principle. 

Mariah: Yeah. 

Katharine: For verifying age. Um, but on a side note, especially I know that sometimes when we make our Instagram accounts, you just kind of make it from whatever date you feel like making it from. Um. Because I and I, it was one of those things that I just automatically go and fix when I see it in people's things.

Yeah. Um, and make sure that you have it Of age. 

Mariah: Yeah. Your date of birth. Yeah. I know it's hard, like you don't wanna always give you details, but even like, I just made an Instagram account for a client and I was like, can you just give me a date of birth? Let's just put it in. Right. Because it's just a nightmare you put put right from the get go.

[00:44:00] Because then if you do have to verify your account because you've got it hacked and your date of birth doesn't match the one in your profile, like instantly removed, I'm sure. Like I imagine that's why looking at it all, no fake go. That's why 

Katharine: I have to have my middle name now in my profile name. 

Mariah: Ah, 

Katharine: because that's what's on my id.

Mariah: Oh, that's interesting. See, mine, mine's not on my id. Mine's on my ID in. We just have an e. Or like a whatever year initial, I've 

Katharine: gotta put in my whole name. So whenever people tag me, I automatically go, I'm in trouble. 

Mariah: Yeah. 

Katharine: They're using my whole name. 

Mariah: But it's just sort of like interesting as well for people.

Like my brother's a detective, so he's not gonna use his full name because he cannot be searched. Yeah. Um, so they either do 'em backwards or they might use their middle name as their last name. Like obviously if he loses his Facebook, I'm sure he doesn't give two shits 'cause he doesn't really, but like for those people where it's like I can't use my full name, like, it is not safe for me to do.

So like, um, even when we do, when I lived with him and we did marketplace, I'd always have to send him. [00:45:00] The person that was buying the product so he could tick them to make sure they weren't a criminal that he had arrested. Like it's crazy. Right? Oh wow. So I always had to send them like, oh, hey, can this person come to the house?

Or like, do you know this person? Because like, you just don't know, like if my brother's arrested someone, like they're probably out to get him, right? Because I mean, no one wants to be arrested, right? But like these sorts of things, like, I mean obviously not our issue 'cause we're business owners, but just those things that you just like, or he doesn't wanna put his date of birth down because.

He doesn't want people knowing his details. Like we, hi. Obviously some things you hide, but it's just interesting, like there's gotta be some like leeway with these things because there are people that haven't like put their full name on these accounts for reasons. Right. So anyway, massive topic. Right?

The last thing I wanted to ask you is obviously, um. They're meta, let's get that all set up and all working. But, um, what's one action that people could take to, I guess, like, diversify a little bit so that they're not just relying on one [00:46:00] platform or, you know, um, one marketing channel or even just like one thing to keep them like afloat.

Katharine: I think the main thing is having a website. Um. Even if it is just a landing page without it having fully built, like, you know, and we have seen it. Remember when Omo had a big fight with Zuckerberg and suddenly we lost most of our Facebook sites in Australia? Like, it's doable. They have a button they can press.

You know, thankfully, you know, elbow isn't as stupid, um, as schmo, but big tech 

Mariah: hard to take on it. 

Katharine: It can happen. So, you know, you've gotta remember that. You, these pro, all of these platforms are borrowed space. So I like to look at them as a holiday place where we can have fun and do stuff, you know, but we own our website and our domains, um, 'cause we pay for them.

Um, and your email list. 

Mariah: Yeah. [00:47:00] 

Katharine: So, you know, they are, they for me are two non-negotiables. Yeah. Because at least if anything happens to the social media land. People can still find you. Mm-hmm. 

Mariah: And you 

Katharine: can still contact people. 

Mariah: Yeah. 

Katharine: So I think, you know, they're the main two that I would make sure are set up and working, because I have seen it where someone has had everything online, no emails, no Facebook, they know website and they lost it all.

Mariah: Yeah. 

Katharine: And there's their business. So, you know, don't be like that. 

Mariah: No, don't be like that. I actually, there was, doesn't, an episode that we had like two years ago now of a woman who, she had a website and email, but she'd set up her, um, Facebook membership, like a paid membership on Facebook. And when she lost everything, she hadn't saved all that content.

So she lost it all. And it was heartbreaking for her. And like, she had like 10,000 followers gone. Um, however many [00:48:00] people in her membership gone. So even like using meta as like a paid space. Try like, I think a good, like if you can have a portal or it in a Google drive or something for people to access, like it's nothing worse if you rely on like these borrowed channels to generate money from like actual memberships or Yeah.

Forces or something because like, you know, then you've lost all the content, I think is sad. It's horrible. I mean, you know, 

Katharine: they had that big. Delete of all videos and stuff from groups. Yeah. A while ago. 

Mariah: Yeah, I remember that. 

Katharine: Yeah. So, you know, for me, like I said, I use Kajabi. So if I run, you know, mini courses or for my membership, it's all either on Zoom, it goes into the portal.

Yes. There's information in the group to share. 

Mariah: Mm. 

Katharine: But you know, the important stuff is in there. Yeah. Um, at least. And obviously saved. Yeah. On the computer. Yeah. So, but you know, that you, you, [00:49:00] we can't always rely on all of that stuff to be there for us when we need it. So, you know, it's about making sure that you've got other ways to, I guess, and like I said, protect that, protect those assets.

And membership groups are an asset as well. Especially if you're selling like all of these things you gotta remember is what's this gonna cost me to get back? Um. Especially if it's like 10,000 people, like how hard have you worked? And if you've got no way to contact any of those people again, like ah, yeah.

Um, you know, so making sure that you have all of that information somewhere offline is a game 

Mariah: changer. Yeah. 

Katharine: So, um, you know, client of mine, she's lost her personal Facebook and her Instagram was starting to get it back. Um, all she did was post lemon and honey ginger water. Dunno, uh, apparently infuriated the, uh, the, the meta gods.

So, [00:50:00] but, you know, we've still got access to her business page, so that's still there. But, and so, and thankfully the group is still there. As well, but as a person, she can't access it. So painful. Thankfully, we're able to still post in the group as the page Mm, and communicate through there. But she was running a, uh, three day detox in the group 

Mariah: as it 

Katharine: happened, so then had to move over to Telegram.

But because she has it set up that when you pay, you go through another system. She had all those email addresses and was able to, you know, email them and say, Hey, we are jumping over here. 

Mariah: Yeah. 

Katharine: If you are just relying on people doing it here without any of that other stuff, 

Mariah: you so hard. I know. Secure, secure, secure is the message for today.

Mm-hmm. Yeah. Amazing. So how could people find you and connect with you and Yeah, of course. Um, maybe hit you up for a bit of a cheeky meta backend session. 

Katharine: Yeah, [00:51:00] so you can find me at Crane Creative. On Instagram. Um, and you can find me at Crane Creative, your social media coach on Facebook. Um, I'm also just look for Catherine Crane over on LinkedIn because I don't use the business page 'cause it doesn't do anything true personal brand.

I don't have a team like, you know, it is just me. Um, so gimme a follow there. Um, and you know. Book in for those sessions as well. So you know, it is 4 99 including GST. But you know, it's one of those things is what's it worth to you to not have it and to try and get it back. 

Mariah: Oh yeah. So, yeah. Worth every penny I can vouch.

It's definitely, it's a nightmare. So 

Katharine: it's, you know, it, like I said, well be proactive, no point being reactive to it. Um, and have [00:52:00] things all secure and set up and, you know, make sure that you are not leaving yourself open. 

Mariah: Mm, you have vulnerability is good in content, not in meta backend. 

Katharine: No, no. There's difference.

Mariah: Different types of vulnerable. We don't wanna be vulnerable for the hackers. No. 

Katharine: So, you know, even if you had to do one thing after hearing this is going into your personal profile and your settings and getting rid of that Hotmail address. 

Mariah: Yeah, that's a good one. I need to check mine really please. I think I changed it to my business, but I need to check that.

Katharine: Yeah, so that is like. Just start there. 

Mariah: Mm-hmm. You 

Katharine: know, so, um, yeah. It's really important to make sure it's all done. 

Mariah: It is. Well, thank you so much for joining me and giving us a little where the hell's met at Update. 'cause I think sometimes we're always scratching our head. We're never sure we're on our toes all the time.

I'm sure your nervous system sometimes is extremely dysregulated. 'cause mine has been for the last month and a half, I can tell you, I think 

Katharine: that's just my normal state now. [00:53:00] Exactly. 

Mariah: Always. Wait. Wait for that. Save the tooth tiger. 

Katharine: This is fine. This is just how I am. You know that beacon is like constantly going.

Yeah, but you know, I think, you know, for my little, you know, A DHD brain, I like the fact that things change all the time. 

Mariah: I feel you. Amazing. Well, thank you so much. It's been really helpful and it's taught me a lot. That's for sure. I'm gonna get off this call and straight into business.facebook.com. I tell you 

Katharine: Well, I'm, I'm glad If I can just, you know, save one person at a time, that's all that I care about.

So Amazing. You know, saving the world, one business profile at a time. 

Mariah: Love it. It's definitely your catchphrase. Thank you so much. 

Katharine: No worries. Thank you. 

Mariah: Okay. What did you think? I don't wanna scare you, but again, you don't know how little control you have until something is taken out of your hands, and I don't wish what I went on went through on anybody.

It's been a really [00:54:00] stressful time, but now I feel like I've got the resilience and people like Catherine make you feel less alone and understood and just. She gets it right and you probably got that from the interview. So please reach out to her if you have any questions and it is worth getting her to go in the backend and just see if everything's set up.

I know safeguarding isn't a sexy way to spend your money. You will. It's like insurance, right? You don't know you need it until you need it, and you just don't want that to happen. Seriously. You just don't. If you do anything to invest in your nervous system, it's like invest in security seriously. But be a content queen or king and remember that developing your strategy and story develops your business.

And I can tell you what's happened to me over the last few months is building stories. All the time. So yes, some things are for the plot, but again, we, we don't want to wish that on anyone. Thank you so much for joining me today, and please don't forget to share this with all your business and entrepreneurial friends.

[00:55:00] You can do this by adding to your Insta Stories and tagging me at content Queen Mariah, or just simply tell 'em about it. You do rate and review on whatever platform you're listening this on. It does help us get more amazing guests on like Catherine to share their valuable time and insights free, which is amazing.

And if you do follow me on TikTok or Instagram, say hello. Let me know if there's any guests you want on or any topics in the future, and I'll talk to you soon. Bye.

PodcastMariah MacInnesmarketing, marketing advice, how to be authentic online, business ownerComment