Melanie Irons is a PhD candidate at the School of Psychology in Tasmania, having received First Class Honours for her Bachelor of Psychology. In January 2013, Mel created a Facebook page in response to seeing a large amount of information being provided or searched for on social media in regards to the devestating bushfires in Tasmania. The page exploded, and by accident, Mel played a pivotal role in supplying the bushfire affected community with information, support, donations and assistance, and empowering the general population to "help". Through the page, the Tasmanian community rallied together and achieved a phenomenal amount in a co-ordinated, well-managed way. Since the fires, Mel has set up an emergency website (www.tassiefireswecanhelp.com), a community resource ready to go for the next disaster. Since January last year, Mel has had a huge amount of media coverage for her work. She has also been presenting at numerous conferences and consulting for a number of different organisations, and she is also the subject of an ABC Australian Story. Mel is incorporating a large amount of data she gathered around the Facebook page, and is analysing it as part of her PhD research. She is in quite a unique position of having first-hand experience of running a highly successful social media campaign, while also being able to analyse the whole process academically. Mel runs her own group fitness training business (www.gobooty.com.au) full time in addition to studying.