Get fit for the social media business.

Participants take this module to develop a personalized step-by-step plan for navigating to their strategic social media north star. At the end of this module participants will have:

• gained a clear understanding of our 10-step social media strategy process and be able to apply it to their own business or personal brand.
• learnt how to identify the most effective platform mix for their specific goals and target audience, and develop a plan for creating and distributing content across these platforms.
• developed the skills to design and execute efficient and effective social media campaigns, including setting goals, targeting the right audience, creating engaging content, and measuring success.
• learnt how to allocate resources effectively to maximize their social media impact, including budget, personnel, and time management.

Draw on our extensive community management experience and complete this training so you too can enthrall and engage with your community.

At the end of this module, participants will have:

• gained a deep understanding of why users connect with a company and what types of content are of interest to them. Through this, they will be able to create content that resonates with their target audience and drives engagement.
• learnt how to plan content in a media- and user-friendly way. This will include strategies for identifying the right channels to reach their target audience, as well as techniques for creating content that is easy to consume and share.
• understood the craft of community management through concrete examples and case studies. This will include strategies for engaging with users, managing feedback and criticism, and building a strong online community around their brand.
• the skills to demonstrate the benefits of community management. This will include metrics for measuring engagement and ROI, as well as strategies for communicating the value of community management to stakeholders within their organization.

At the end of this module, participants will:

• know the fundamentals of systematic editorial planning, which is a critical tool for social media and community managers. Gain practical insights into creating stimulating and varied content that resonates with their audience.
• understand how to effectively repurpose and use existing content from their company across different social media platforms. Create engaging content that is tailored to each platform.
• have the skills to efficiently plan and publish content using the right tools. Participants gain practical knowledge of scheduling tools and analytics platforms, enabling them to work efficiently and effectively.
• be able to measure the success of planning efforts with metrics and analytics to evaluate the impact, refine strategy and demonstrate the value of their work to stakeholders.

Learn how to respond to different user comments on social media with tact and how to deal with dissatisfied customers, aggressive trolls or systematic attacks by organized users. We will also take a look at what crisis preparation means and how you can efficiently allocate your resources in a crisis.

At the end of this module participants will have:

• learnt how to effectively prevent social media crises by correctly responding to the first critical post. They will gain practical insights into identifying and addressing potential crisis situations before they escalate, and how to mitigate reputational damage.
• understood how to respond to different user comments on social media with tact. They will gain practical insights into addressing dissatisfied customers, aggressive trolls or systematic attacks by organized users.
• learnt the importance of crisis preparation and how to allocate their resources efficiently in a crisis. They will gain practical insights into developing a crisis communication plan, identifying the key stakeholders and channels for communication, and how to respond to media inquiries.
• effective strategies for managing social media crises. They will gain practical insights into identifying and addressing negative sentiments, mitigating reputational damage and rebuilding trust with stakeholders. Participants will also gain an understanding of how to learn from crises and improve their social media strategies going forward.

Ob soziale Plattformen kommunikative Einbahnstrassen bleiben, hat nichts mit Zufall, sondern mit den richtigen Inhalten, der richtigen Form und der gelungenen Interaktion mit Fans und Follower:innen zu tun. Barbara Schwede ist spezialisiert auf dialogstarke Social-Media-Inhalte und teilt ihre Geheimnisse über lebendigen Dialog in diesem Kurs mit Ihnen.

In this module, you will learn how to define the right platforms for your company and successfully pick up your target groups there. We will also address in detail the question of which goals you can achieve with social media and how you can measurably advance your business. Social media should solve pain points in your company, save resources, increase sales figures or contribute to strategic goals.

At the end of this module, participants will have gained the skills to:

• identify the best social media platform combination for their company based on their target audience, business goals, and resources. They will be able to compare and contrast the different features, rules, and frameworks of Facebook, LinkedIn, Instagram, and other platforms, and select the most appropriate ones to reach their target groups.
• define clear and measurable goals for social media such as increasing brand awareness, generating leads, driving website traffic, improving customer engagement, or boosting sales figures. They will learn how to align these goals with their overall business strategy and track their progress using relevant metrics and tools.
• create effective social media content that resonates with their target audience and supports their business goals. They will learn how to use different formats, such as text, images, videos, or live streams, and how to tailor their content to the specific features and limitations of each platform. They will also learn how to optimize their content for search engines and algorithms and how to measure its impact.
• evaluate the ROI of social media and justify their resource allocation and budget decisions. They will learn how to use different methods, such as cost-benefit analysis, customer lifetime value, or attribution modeling, to measure the financial and non-financial benefits of social media. They will also learn how to communicate their results to stakeholders and adjust their strategy based on feedback and insights.

How do you find the right influencers for your brand? How do you communicate meaningfully with them, provide the right background information, and organize successful influencer events? In this course, you will learn a lot of helpful information about dealing with this exciting and demanding target group.

At the end of this module, participants will have the developed the skills to:

• identify the most suitable influencers for your brand based on their target audience, values, and objectives. They will know how to use different tools and metrics to evaluate the reach, relevance, and engagement of potential influencers and how to avoid common pitfalls and scams.
• approach and communicate with influencers in a professional and respectful manner. Know how to craft compelling pitches, provide relevant background information, and negotiate fair compensation and terms. Hone the skills to build long-term relationships with influencers and leverage their feedback and insights.
• plan, execute, and evaluate successful influencer events that generate buzz, engagement, and brand awareness. Define clear goals, target the right audience, choose the right format, and measure the impact of their events. Know how to collaborate with influencers in a mutually beneficial way and how to avoid common mistakes and controversies.
• measure the effectiveness of their influencer marketing campaigns and justify their ROI to stakeholders. They will use different metrics, such as engagement rates, click-through rates, or conversion rates, to evaluate the impact of their campaigns. Analyze their data, optimize their strategy, and adapt to changing trends and regulations.

You will learn how to reduce your texts to the core message and actively offer users a dialog - whether on platforms such as Facebook and Twitter or on blogs, newsletters and ads. Topics include dos and don'ts for texts on the social web, the basic rules for fluent, comprehensible formulation and how to captivate your readers - from the first to the last line. Together, we will shorten, refine and experiment with texts that are appropriate for the target group.

At the end of this module, participants will have gained the skills to:

• distill complex or lengthy texts into their essential message. They will also learn how to adapt their writing style and tone to the specific platform or context.
• engage users in a meaningful conversation, whether on social media platforms, blogs, newsletters, or ads. They will know how to ask questions, listen actively, and respond promptly and authentically to users' feedback and inquiries.
• understand best practices and common pitfalls to avoid when writing for the social web. They can balance creativity with clarity, avoid jargon and slang, know how to use emojis and hashtags effectively, all compling with ethical and legal standards.
• write headlines, intros, and hooks that grab readers' attention and keep them engaged. They will structure their texts for readability, know how to use visual and multimedia elements to enhance their message, and how to test and refine their texts based on user feedback and analytics.

How exactly do you publish posts? What is the right tone of voice? How do you handle different languages? How do videos work? What are the other basic features you should know about? How do you place advertisements? We look at these and many other aspects in the course.

At the end of this module, participants have gained the skills to:

• publish posts properly on social media platforms, including how to choose the right tone of voice and how to handle different languages.
• use the basic features of social media platforms, including videos and advertisements with confidence.
• use social media platforms properly, including the dos and don'ts of publishing and engaging with users.
• create effective content on differrent social media platforms, including usimg some advanced features and best practices.

The course participants open profiles and practice the functions. We discuss what makes good profiles and how they can present themselves competently, up to date and innovatively. We also take an in-depth look at the topic of dialogue-strong content - whether for one's own business profile or the company's presence - and how to interact meaningfully with other users. We will also discuss sensible next steps.

At the end of this module, participants will have gained the skills to:

• create compelling business profiles on LinkedIn and Twitter, including best practices for presenting themselves competently, up-to-date and innovatively.
• use LinkedIn and Twitter functions to improve their presence on these platforms.
• create dialogue-strong content for their business profiles and company presence on LinkedIn and Twitter and how to interact meaningfully with other users.
• identify the next steps for leveraging LinkedIn and Twitter to meet their business goals, including networking, marketing, and brand awareness.

Which tools should be used for which purpose? How do you these tools efficiently? How do you write relevant posts that describe your work in a meaningful and subtle way? Who is your target group? And how do you write so they hear your message? Do you always have to be "on"? All these points are covered in this course.

What content is suitable for platforms like Instagram, TikTok or Snapchat? When is Pinterest nice-to-have and when is it an absolute must? How do you build fans on these platforms? You will learn everything about image and moving image content in this course.

Is your LinkedIn Profile a bit dull? What is best practise for each LinkedIn profile section? Develop a professional profile in this workshop that accurately reflects the professional you are.

Is your English grammatically correct, but still doesn't sound quite right? Learn to write text for social media, websites and blogs, reports and papers in English that hits the mark.

Research has a long tradition of being shared and developed through papers, meetings, conferences and conversations. Sharing research online is rapidly becoming part of the same process and is no different once you know how it is done. Whether in an academic or a non-academic research career, when you share on the various platforms you integrate into your daily workflows, you create new possibilities for research, collaborative partnerships and career opportunities.

Sometimes a brand or organisation needs to speak with multiple audiences through the same channel. Do you know who each audience is and what their needs are? How you best develop content to address the needs of each audience? Learn how with us.

Do you or your company work in complex professional landscape? Is your role within that landscape clear to the outside world? Strategic positioning is key to developing a communication strategy that reaches your audience and transmits your message.

Want to get more things done in your day? Needing some support to get a better work/life balance? Get 76 tips in this short workshop to accelerate your day.

Are you working or teaching more often online? Which tools and practices work best? Improve your online teaching and training using our best practises.