Social Media Marketing

Social Media Marketing The two-day seminar for everyone who has to be visible on social channels: you learn which channel fits your offering, which formats carry and how to set up an editorial plan you can keep alongside everything else. By the end you know what to drop and what to do twice as often.

Social Media Marketing at a glance

• Format: 2 days on site + self-learning track
• Level: basic to advanced
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €290.00 plus VAT

Most companies are on too many channels at once. An account everywhere, the same announcement everywhere, an answer nowhere. The result is work without impact — and the impression that social media does not work for their offering.

The second reason is expectation. A channel with thirty followers needs no campaign but an answer to the question of whom you want to reach there and why that person is there. Whoever cannot answer produces for an audience that does not exist.

This seminar works on selection and rhythm. You check which channel fits your offering, build two formats you can sustain and decide how to handle criticism before it arrives. Editorial plan and metrics run alongside.

What you take away

• A reasoned choice of two channels instead of presence on five.
• Two formats that fit your offering and can be repeated.
• An editorial plan that works with the hours you actually have.
• An approach to community work instead of pure broadcasting.
• A procedure for public criticism, decided before it happens.

Your learning objectives

• You assess channels by audience and role, not by size.
• You choose formats by the effort you can sustain.
• You build a rhythm that does not end after three weeks.
• You hold conversations in comments instead of only posting.
• You recognise shitstorm risks and know when to answer and when not to.

The levers at a glance

Two channels done well beat five done badly. Every channel needs its own formats, its own tone and its own time. Whoever gives thirty per cent to five channels is invisible everywhere.

Reach is not a goal but a by-product. Whoever makes something useful for a specific person gains reach. Whoever wants reach usually gets advertising that nobody shares.

Community means answering. One comment with a real question is worth more than ten posts without reaction. Whoever does not answer has no channel but a billboard.

Handling criticism is decided in advance. Nobody develops an attitude during a storm. Three rules decided beforehand are enough: who answers, how fast, and what is not said.

A channel without answers is an advertisement. Whoever only broadcasts gains no relationship, only visibility. The first twenty replies to comments do more than the next two hundred posts.

Who is this seminar for?

For people who run or introduce social channels.

• Marketing leads without a dedicated social media role.
• E-commerce managers assessing social commerce.
• Managing directors who post themselves and want to systematise it.
• Team leads looking after a community.

Using the channels yourself is the best prerequisite. Marketing experience helps but is not required; the mechanics are explained during the seminar.

The seminar is not suitable for teams wanting to steer an agency. We work on your own selection, planning and reaction.

Investment and dates

Participation costs €290.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

Do not bring access credentials for the exercises — we work on sketches and on your previous posts as screenshots.

After the seminar

You keep the materials, your editorial plan and a guide with three rules for handling criticism. With that you can plan two posts next week instead of opening another channel.

The plan names one format and one occasion per week. Whoever no longer needs it after a month because the rhythm has settled has reached the goal.

The editorial plan has one column for the occasion and one for effort in minutes. Whoever fills those in honestly sees after two weeks which formats are too expensive — and drops them before the rhythm tips.

Two weeks after the seminar you receive a short follow-up: the two posts you made and the reactions to them.

For teams the seminar is available as an in-house event with your own channels. The procedure stays the same, the examples come from your company.

Programme: 2 days

Day 1 – Social media fundamentals

• Channels and their role
• Goal and audience
• Formats that work
• Community instead of reach
• Editorial plan
• Time and resources

Day 2 – Planning and rhythm

• From post to purchase
• Using advertising sensibly
• Metrics and success
• Risks and shitstorms

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise on your own channels and a review in the group. At the end of day one your two formats stand; on day two the plan and the criticism rules.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work on your channels, not on a list of trends. At the start of each exercise you decide whom you want to reach and why that person is there; at the end stands a format you can repeat.

The exercises are short and repeat in variations. That is deliberate: a feeling for formats that carry comes not from watching but from repeatedly discarding ideas that cost too much time.

Every block ends with a sentence you could show a colleague: which format, which audience, and what you will stop doing to have the time.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their format, not just on their idea. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.