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Expert on Social Media use? We want you!

March 18th 2016

Call for applications deadline: 8 May 2016

Do you hold the keys to social media saviness for equality bodies? Interested in helping the staff of equality bodies fight discrimination through better social media use? We want you!
Answer our call for trainers to develop a training module on improved social media use for equality body communication experts!


In collaboration with Equinet, you will develop a training module on social media use for equality body staff working in communication, which will consist of a training event as well as a manual for our members. The training module would also look at how to deal with the challenges of communicating values, particularly how to deal with online hate speech on equality bodies’ social media channels, without limiting the right to freedom of speech.

Expected outputs:

  1. One training session with approximately 15 participants from members equality bodies trained in relation to social media for equality bodies (duration 1 ½ days).
  2. A comprehensive training manual on social media for equality bodies that can be used for future training sessions and made available to our members.

Expectations of Equinet members

Equinet members have different needs and expectations in their work in general, due to their various mandates, the size and capacity of the organization, and the national context in which they work. This also affects their social media work. Equality bodies who are short on human resources might decide to avoid using social media, for example, or else to concentrate all of their efforts on the tool that is most used in their country (eg. Twitter over Facebook or vice versa).

In the context of this training, we will focus on the needs of those bodies who use social media on a regular basis, and who have the intention of (or have already) carried out social media campaigns to promote awareness of the equality body itself, or a given area of discrimination.

These equality bodies’ staff members are interested in learning how to improve the reach and impact of their work, using social media as a means of dissemination to a broad public, both to improve knowledge about their organisations, as well as the grounds of discrimination on which they work. They would like to identify how to be the important opinion leader in the discussion that concerns the values and rights that they are promoting in social media and evaluate the success of their campaigns. They would like to know how to deal with hateful comments on their social media pages in an efficient and effective way such as counter hatespeech, keeping in mind readers’ rights to freedom of speech.

Training Module

The training module will be developed in cooperation between the contractor/expert and the Equinet Secretariat. It will target the staff of equality bodies who have experience in using social media, but who are willing to improve their knowledge and skills. The training module will cover the following topics (to be further discussed with the contractor):

How to build, engage and manage an audience?

  • Finding and reaching your audience online
  • Growing your numbers of followers and fans
  • Creating appropriate content on the right channels at the right time
  • Engaging your audience and getting them to take action
  • Becoming an opinion leader and maintaining this position
  • Dealing successfully with hateful comments, especially through counter hatespeech

How to develop successful social media campaigns?

  • Tools for successful campaigns – use & costs
  • Analysing and improving your online campaign tactics
  • Examples of campaigns by equality bodies
  • Dealing with challenges encountered by equality bodies (reaching different audiences etc)
  • Tips on pitfalls to avoid when developing campaigns

Contractors’ Duties

During the process, the contractor is expected to:

  • Conceptualise and design a training module adapted to the needs of equality bodies;
  • Conceptualise and design the agenda of the training event in close consultation with the Equinet Secretariat;
  • Deliver the training and facilitate the practical exercises (assisted by Equinet Secretariat and its members as appropriate);
  • Provide participants with relevant feedback on their practical questions and problems.

Selection Process

A detailed proposal of your training module should be submitted to Equinet by Friday 8th May 2016. This should include an outline of the topics that you could cover, as well as a suggested agenda for the training session that would take place in the autumn.

Should you have any difficulties sending us a written application, please contact our Communication Officer ( before 4 May for the possibility of organising a spoken application.

The Equinet Secretariat and Board will select the winning contractor, following a discussion within the Working Group on Communication Strategies and Practices. In the selection process, the following criteria will be taken into account:

  • Price
  • Demonstrated expertise in the field
  • Quality and content of the proposal

For further information; please read the terms of reference below.

Terms of Reference: Call for Social Media Trainer
Terms of Reference: Call for Social Media Trainer

Sarah Cooke O’Dowd (Equinet Communication Officer)

Tel. +32 (0)2 212 3184