On Sunday, January 12, AUBG welcomed local journalists for a workshop titled Social Media and Online Advertising Tools for Journalists. The event, organized as part of the U.S. Embassy’s “English for Journalists” grant project, was led by Teodora Georgieva (EMBA ’24), Associate Director of Digital Marketing at AUBG. The session aimed to equip participants with the skills and tools needed to excel in the dynamic world of digital media.
Georgieva guided attendees through a comprehensive agenda, starting with the unique features of major social media platforms—Facebook, X (formerly Twitter), Instagram, TikTok, and LinkedIn. Participants learned how to effectively leverage these platforms for breaking news, storytelling, and audience engagement. The workshop also emphasized practical content creation strategies, including crafting attention-grabbing headlines, designing visually engaging posts, and using hashtags and keywords to boost discoverability.
The session also delved into online advertising tools, exploring the differences between organic and paid reach, various ad formats, and how targeted advertising can amplify journalistic content. Georgieva demonstrated how analytics tools like Google Analytics and social media insights can help measure performance, refine strategies, and optimize content to increase audience engagement.
Ethics in digital journalism was a central theme, with discussions focusing on avoiding clickbait, maintaining transparency with sponsored content, ensuring balanced reporting, and addressing challenges such as misinformation and online harassment.
Through interactive activities, real-world case studies, and data analysis exercises, the workshop provided participants with actionable insights and valuable skills to enhance their digital presence. By hosting this event, AUBG reaffirmed its dedication to supporting the local journalistic community and promoting strong, independent journalism in the region.
