Dr Catherine Archer is a researcher and lecturer specialising in social media and strategic communications at Murdoch University. Catherine’s current research interests include social media, focusing on influencer relations and ethics, and the blurring of lines between media, marketing, public relations and communication. She has presented on social media to a variety of industry groups including WA public servants and communications consultants. Catherine has published in academic journals and presented at many international conferences. Prior to working as an academic, Catherine had more than 15 years in industry, working in health services marketing management as well as public relations, communications and consulting.