This in-person training was aimed at members of the Equinet Working Group on Communication Strategies and Practices and took place in Vienna, Austria on 29-30 June 2022.
Background
As part of their work to promote equality and fight discrimination, equality bodies contribute to raising awareness of rights, assist victims of discrimination, and monitor and report on discrimination issues. To support this work, each organisation’s digital presence should be strong, clear and accessible, with information that is easy to find. This should serve as a valuable resource for all audiences, most importantly citizens, non-governmental organizations, state and local institutions and legal practitioners.
Digital media should therefore be an organisation’s first thought, not an afterthought. A well-designed and strategic online presence will make it easier for victims of discrimination to find the information that they need from the equality body, as well as helping the equality body to disseminate their work (recommendations, educational materials etc.) to the relevant audiences more effectively.
Objectives
This training aimed to provide equality bodies’ communication staff with tools to elevate their organisations’ online presence by focusing on:
Optimising website content
- Web content organization and accessibility – to make the website logical and user friendly
- Basics of Search Engine Optimisation (SEO) and getting the most out of available tools (Google Analytics Data studio, keywords search, etc.)
Social media positioning
- Key questions and tools to understand which target groups are best accessed through the different social media channels
- How to adapt strategies to create content that matches chosen platform’s format, and possibly stand out in a positive and engaging way, primarily in tone and style
Measuring and evaluating website and social media activity
- Essential data to follow and tools that provide them
- How to set goals and evaluate activity
- How to create data driven content strategies
Learning Materials
- Content marketing before social media marketing (PDF)
- SEO & web development (PDF)
- Workshop summary: Tips & Tricks (PDF)
Meet the trainer
Equinet partnered with Barbara Slade Jagodić from Slade to deliver this dynamic, interactive training. Barbara is a successful SEO solopreneur and mumpreneur based in Zagreb, Croatia. She is one of the first online news editors, first bloggers, first social media managers and influencers in the country which led her to digital marketing specializations. With a communicational background – a degree in English and Italian language from the Zagreb University- and her career focused on communicating, Barbara is now one of the most sought-after lecturers in digital marketing in the region, working also as a a visiting assistant professor at many universities and schools.