Social Media Best Practices Take Centre Stage at FEI Digital Seminars

Digital seminars for the core equestrian community were held by the FEI on 11 and 13 October. The objectives were to highlight the best practices in the management and activation of social media platforms to help athletes, National Federations, and equestrian professionals increase their digital audiences and broaden communication. 

Two sets of seminars were held over two separate days. The first one was tailored to the needs of international athletes, grooms, and their support teams whereas the second one was open to National Federations (NFs) Secretary Generals, media managers and individuals within the NFs and Continental Associations involved in communication and/or the management of digital channels. 

Over 220 attendees took part in the seminars, including Equestrian Australia staff and Australian Equestrian Team athletes.

In her opening statement, FEI Secretary General Sabrina Ibáñez emphasised the importance of the use of digital platforms by athletes to build their personal brand, grow their fan base, enhance their business dealings, and ultimately attract sponsors. The Secretary General introduced the various topics, which were discussed during the seminars including best practices on content creation, effective use of digital channels, strategies to increase fan base and engagement, and opportunities for further collaboration with the FEI and other stakeholder groups.

The seminars featured presentations by FEI staff in charge of social media along with experts such as Chris Sellers, Commercial Director at Socialie; Thibault Philippaerts, international athlete from Belgium, team champion and individual silver medallist at this summer’s FEI Jumping European Championship for Young Riders; and Michael Richter, Head of Channel Management at Athletia Sports. Presentations on best practices for NFs were made by representatives of the German Equestrian Federation and USEF. 

All the presentations and video recordings of the sessions are available on the FEI website here.