Get fit for the social media business.

We will share our knowledge to equip you and your team with the right tools.

We impart tried-and-tested know-how on social media, community management, content creation and online communication in training courses, workshops and speeches.

Book a customized face-to-face training with Die Schwedin, get personal C-level coaching or attend a course at our online training centre. Questions or requests? We are here for you.

Yes, I want to know more.


Tailor-made training

Whether you are a social media beginner or a professional - we'll put together customized training courses for your team. We define with you in advance exactly what knowledge and motivation your employees need. Would you like a lecture in front of 150 people or would you prefer a hands-on workshop in a small group? The content is individually adapted to the current level of participant knowledge.

  • Social media strategy development

    Social media strategy development

    Where do you want to go on your social media journey? Do you want to improve your company's reputation? Sell more? Fill jobs faster? Get asked for interviews more often?

    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.
  • Community management in practice

    Community management in practice

    Why do users want to connect with your company? What content interests them?

    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.
  • Editorial Planning

    Editorial Planning

    Systematic editorial planning is one of the most important tools for social media and community managers that cannot be replaced by artificial intelligence.

    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.
  • Shitstorm Management

    Shitstorm Management

    Crisis prevention starts with the correct reaction to the first critical post - that's what you will learn in this module!

    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.
  • Mit Fingerspitzengefühl aktiven Dialog führen

    Mit Fingerspitzengefühl aktiven Dialog führen

    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.

  • Successful content for different social media platforms

    Successful content for different social media platforms

    Facebook, LinkedIn, Instagram - each network has its own rules and framework.

    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.
  • Influencer Relations

    Influencer Relations

    You can have amazing results when stars and starlets talk about your company on their accounts.

    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.
  • Writing for social media

    Writing for social media

    "Crisp and to the point" is the guiding principle of this course.

    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.
  • Hands-on workshops on all common platforms incl. blogs

    Hands-on workshops on all common platforms incl. blogs

    You want to know exactly how to do it? In these courses, you'll learn how to use a social media platform properly.

    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.
  • Business Networking / Me as a brand

    Business Networking / Me as a brand

    Together we look at the business platforms LinkedIn and Twitter.

    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.
  • Social media in research and teaching

    Social media in research and teaching

    Social media can play a powerful role in public relations and research for universities and insitutions.

    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.

  • Visual Networks

    Visual Networks

    How do you develop a visual identity as a company?

    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.

  • Boost your LinkedIn Profile

    Boost your LinkedIn Profile

    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.

  • Write in English, in real English

    Write in English, in real English

    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.

  • Create your digital research space

    Create your digital research space

    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.

  • Content strategies for multiple audiences

    Content strategies for multiple audiences

    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.

  • Positioning for success

    Positioning for success

    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.

  • Smart Productivity

    Smart Productivity

    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.

  • Working and teaching online

    Working and teaching online

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

Courses at Universities

Current Courses

Barbara Schwede and Maura Hannon both have extensive experience lecturing at many Swiss universities on social media, digital networks, social content creation and thought leadership positioning. Which subject area would you like to delve into?

Community Management

How do followers become customers? How do you deal with user comments skillfully, create a positive atmosphere on social media accounts, and which are the most important community manager tools? Learning how to dialogue with tact is the top priority in this module.

More information about the course at MAZ The Swiss School of Journalism

Short Course in Social Content Creation

What do followers expect from companies? How does crisis communication work on social media? How do you integrate influencers into corporate communication? What strategic approaches are possible on social media and how do I set the right goals?

More information about the course at MAZ Swiss School of Journalism

Twitter for Companies

How does Twitter work? How can Twitter be used for corporate communications effectively? And how do you attract the attention of users within a plethora of other content?

More information about the course at Digicomp in Zurich or Berne

CAS Online Marketing & Social Media

How do you use online marketing and social media in a goal-oriented way? Cover the range of tools you need with from strategy to storytelling.

More info about the CAS Online Marketing & Social Media at the University of Berne

CAS Brand Management and Communication

What are the basics of strategic brand management? In the CAS, students learn contemporary brand communication that takes into account target groups and their needs.

More information about the course at the University of Berne

CAS Business Creation & Marketing Strategy

How does an idea become a business model? Participants work on how to implement their project including thinking about price and sales channels, competitor analysis and positioning, communication instruments and marketing strategy.

More information about the course at the HWZ in Zurich

CAS Social Media & Content Marketing

Do you want to tap into new customer groups? Find out what the public says about you and your activities on the web? How can your brand compete in the battle for attention? This CAS teaches you the basics of the social media world and its interrelationships.

More information about the course at the HWZ in Zurich

Customer testimonials
Try our self-service

How can we help?

I want Social Media.
I need your expertise.
I have specific ideas and need a quote.
What? I only understand train station.
I'll take the lot with chilli!
I am from the competition!
Just looking around, thanks.
My agency is annyoing me.
I want to work for Die Schwedin.
Bull's eye!

How can we support you?

I would like to get to know what you do better.
I'll get in touch with you.
Please contact me.
I have specific ideas and need a quote.

That makes us happy!

You are welcome to get in direct contact with Barbara Schwede or Maura Hannon.

Call Barbara
Call Maura
Barbara Schwede, Maura Hannon

Then stop by for a coffee so we can talk shop!

How to find us
Barbara Schwede, Maura Hannon

Be inspired

We know how
Barbara Schwede, Maura Hannon

Is it the agency or the project?

How about this:

  1. We give you a second opinion on the performance of the current agency.
  2. We show you how we would tackle your project.

Sounds good? Let`s chat to find out how we could work together.

Barbara Schwede, Maura Hannon

That makes us happy!

Do get in touch! We would welcome the opportunity to talk to you about vacancies.

Barbara Schwede, Maura Hannon

Super! What are you thinking about?

Barbara Schwede, Maura Hannon

May we have your phone number?

We can then call and answer your questions. By the way, the Biel train station is only 200 meters away from our office ;)


We will call you. And to step up the heat, we would be delighted to meet you at the best kebab in the region: Kübban in Biel.

Please enter a valid email-address

Thank you for your request

Barbara Schwede, Maura Hannon