- In your experience, which social media platforms are most effective for human rights campaigns, lifestyle content, and tech news?
Instagram and LinkedIn are my favourites, especially for human rights and tech news due to easy sharing. There was a human rights digital campaign in Croatia recently. People were encouraged to sign a petition through Instagram and share the info in the story. It worked, within hours the goal was reached. All it took was a few seconds.
For lifestyle, I’d say TikTok. It’s packed with reviews of different products and DIY projects. People really do their best to show viewers how it works.
- Can you share some tips for creating engaging social media content that resonates with different audiences?
This is where I share what I don’t do but should. I admit, I get lazy when it comes to social media, but i think my mistakes actually prove that generally recommended methods work.
First, talk to people on social media and make it constructive. Writing „great post” isn’t going to make someone want to click on your profile. I noticed when I wrote something constructive I had people not only come to Fi Projekt Instagram page, but also like and follow.
Second, check analytics. You have to know when your followers are online and active. I experiment with that a lot, especially since it tends to change. I ignored that for a few months and noticed follower count dropped and engagement was bad even on stories. So I slowly started changing when I post and the numbers went up again. You just have to be consistent.
- How can journalists and SEO copywriters leverage digital media to amplify their work and reach a wider audience?
As a journalist, I find social media crucial for communication. You’re more likely to get a fast reply via Facebook or Instagram than email. It’s where people are always active, and it’s less formal.
This is also how you reach a wider audience. If you contact someone for an article, they will check it out and share it. This is why it’s important to contact people for their opinions when you’re writing about an important issue. Not only will you have an expert opinion, you will also reach more people.
- During your “Create a Social Media Marketing Campaign” course, what are some key strategies you teach for building and managing successful campaigns?
The key is to find the right audience. It’s not always who you want to be interested in your product or service, but who really is. Baby wipes, for example. You don’t market to babies, you market to parents. So learn what parents care about.
Also, keep in mind digital marketing campaigns don’t have to be strictly limited to digital media. Nothing’s stopping you from using flyers with a QR code so your audience can easily reach your social media and take part in your campaign. But again, it all comes down to who you are marketing to. Teens and the elderly won’t reach you through the same media.
- In today’s digital world, how can SEO best practices be used to improve the discoverability of human rights, lifestyle, and tech content?
One big issue with SEO and journalism is that SEO doesn’t work overnight. For that, you need a very strong and established news website and then, yes, you have a very good chance to just jump on the first page of Google. How can you accomplish that? Like with any other website. Choose good keywords, implement them properly, write high-quality content to engage readers, and be very patient.
- You’ve written on diverse topics like human rights, women’s entrepreneurship, and technology. How do you approach research and writing for such varied subjects?
It’s easier if you write about things you find interesting. Besides, writing about one thing can get boring or overwhelming, depending on the topic, so it’s good to write about something else from time to time. It keeps the work interesting.
- With a background in both journalism and SEO copywriting, how do you find the balance between informative content and search engine optimization?
It’s not easy, it’s a case of having your cake and eating it too. Sometimes, optimising a news article will be barely possible. That’s when you focus on content quality and make an interesting headline. When you attract readers, you help your website’s authority and, of course, ranking.
- When writing about sensitive topics like human rights or pornography, what ethical considerations do you prioritize?
Privacy, first and foremost. You have to know people don’t have to talk about sensitive issues, and it’s your job to ensure they feel comfortable. Fake name and blurred face help a lot, just like respecting their decision to refuse to answer a certain question or opt out completely.
- During your “Introduction to Digital Journalism” course, what are some essential skills you teach aspiring journalists for navigating the digital landscape?
Neutrality is number one, and it’s the one that can be the most difficult to master. We all have feelings and opinions on what we write whether it’s laws or makeup, it doesn’t matter. But when you’re a journalist, your job is to relay information, not share your opinion or feelings about it.
Another one is getting to the source information. This can take a long time, it can take hours to track one photo, one tiny information that may seem insignificant, but you have to do it. That’s the only way to relay the correct information.
- Your publications explore interesting questions about pornography and women’s sexuality. Can you elaborate on the research methods you used for these projects?
We did semi-structured interviews. We did have a set of questions, but we gave the women we interviewed a lot of liberty to tell us whatever they felt they needed to say. We also made sure we kept their privacy by using fake names and deleting any recordings of the interviews after transcription.
No matter what method you choose, what’s important when you research someone’s sexuality is ensuring privacy and confidentiality, and never forcing them to say anything they don’t want to. If they feel comfortable, they will be willing to talk to you.
- You’ve held various positions throughout your career, from customer support to journalism. How did these experiences help shape your current work as a journalist and SEO copywriter?
Honestly, mostly through learning what I don’t want to do. I always knew I wanted to be some sort of a writer, but I didn’t know what sort exactly. Working closely with people wasn’t for me, so it was clear it was going to be a desk-writing job. That’s how I ended up in journalism and copywriting.
The jobs that weren’t for me also taught me some skills I still use. For example, customer care taught me to work under pressure and handle different people and situations. Those people needed help, some were very angry, and it was up to me to calm them down. In journalism, we can’t spread panic, we’re supposed to inform. And that’s where they connect – knowing what to say and how to say it.
- Juggling journalism with freelance work requires strong time management skills. Can you share some strategies that help you maintain a healthy work-life balance with the motto “If you expect me to live to work, we won’t get along”?
I had a situation in which a comment I posted on LinkedIn ended up in my performance review. I realised I was expected to act like I was at work all the time, including my private time.
I was never the type to want to live for work. That’s when I realised I’d rather do freelance work, and that’s when Fi Projekt came to be. I found better opportunities, and I’m very happy now, especially in regards to my time off. When you’re a freelancer, it’s a clear transaction. I write this, you pay me that and when I’m done, I’m done. It gives you a lot of control.
As for time management, honestly, I was always good at it. I think I got it from my mum. I usually expect everything will take me more time than it does, so I end up with more free time than I planned. Of course, I do sometimes get overwhelmed. I will then speed things up with generative AI or delegate to a virtual assistant. She’s my friend, so of course I trust her.
But no matter what I need to do, I will put my hobbies first. I’d rather go to a concert than work, and I won’t feel guilty as long as I do what I have to do. Work won’t go away in a few hours of fun and, trust me, you will regret not taking time for yourself when you needed it.
- For those interested in a career path similar to yours, what advice would you give on building a strong portfolio and developing the necessary skillset?
If you don’t have much experience, volunteer, at least for a bit. After my administrative job, I applied to volunteer as a journalist for an NGO. It helped me so much. It took me maybe two hours per week, but I learned a lot. I learned how to write news, reports, short biographies, and reviews. My editor is fantastic, and I don’t think she even realises how much she has helped me learn. NGO’s are fantastic for growth. They know you’re giving them your time and effort for free, so they will give you a ton of knowledge. And who knows, you may even end up as their employee.
- What are some of the biggest challenges you’ve faced as a journalist working on human rights issues?
I still struggle with having it get to me. I empathise with people who face injustice and I sometimes fear it will happen to me. Sometimes it’s too much, and you have to learn to calm down and take a step back. It’s not always easy.
- What excites you most about the future of journalism and the intersection of human rights, technology, and lifestyle content?
I tend to not think about the future a lot, to be honest. I do what I like now, and I hope it stays this way. Regarding human rights, I’m hoping for more positive news. I really am. As for the rest, innovations are always welcome, and I will gladly research them and report on them, especially in technology.
- Do you have any upcoming projects or publications you’d like to share with the audience?
It’s a project my boyfriend and I started – Fi Projekt. After months of talk, we officially launched it in September. We started with Instagram (@fiprojekt) to share bite-size SEO tips everyone should have free access to.
Earlier this year, when we launched our website (fiprojekt.net) in Croatian, we added cyber security and relevant technologies as another field of education. We also follow relevant news so our readers can stay up-to-date. I’m proud to say we’re slowly but surely growing, and I expect Fi Projekt to expand in the future.
