Social Media Consulting

Google is still alive and well – but new players are entering the market. And this changes a lot: yesterday’s top priority was to rank as high as possible in Google search; today, visibility on social media has become even more important.

Already, 40% of 18–24-year-olds use social platforms like TikTok and Instagram as search engines. These channels now determine what, when, and where purchases are made.

For targeted marketing, it is therefore essential to adjust measures accordingly – understanding what differentiates Instagram from Facebook, and what mindset drives clicks on TikTok content.

Only those who know the specifics of each channel can effectively tailor their actions, decide which are relevant for their goals, and plan content strategically.

This is especially true for e-commerce, because social media is not just about advertising – it’s also where goods and services are sold, particularly in Asia and North America. In China, half of the population already shops via social media. Europe is still lagging somewhat behind, but this shows just how much untapped potential remains.

Google may have postponed the end of third-party cookies, but their extinction is only delayed, not cancelled. Alternatives are needed to deliver personalized content in the future. Options include creating incentives for users to set up login profiles on websites, or working with data modeling.

At the same time, privacy protection in community management is becoming increasingly important. Companies must act with sensitivity and transparency to avoid being perceived as data predators.

As persona marketing loses ground with the decline of cookies, communities will gain importance. Understanding and engaging groups on social networks will be more critical than ever.

On social media, it’s now completely normal for customers to leave feedback in comment sections, often linking directly to a company’s account.

Yet, there are still too few control mechanisms and moderation tools. Companies and their social media consultants need clear strategies to moderate and engage in discussions professionally and productively.

Deleting unwanted comments is not the answer. Such actions often lead to justified and harsh criticism of the company and the platform.

Instead, it’s vital to create space for feedback and develop a thoughtful moderation strategy that fosters a culture of respectful dialogue and handles criticism constructively.

This is where experienced social media consulting adds real value. After all, only satisfied customers are loyal customers – especially within communities that are nurtured with the right social media plan and actions.

There is much speculation about the metaverse, but so far little beyond a vision. Nevertheless, the internet will evolve: multisensory stimuli such as virtual reality, augmented reality, and gamification are becoming increasingly important.

This will influence user and customer experiences – both crucial for communication and sales. Companies should already be considering how these new stimuli can be used effectively in the future.

As always, the key question is whether they fit the company and what opportunities arise from them. One thing is clear: when the metaverse arrives, direct interaction between sender and receiver will be even more important than it is today.

Social media has become the most popular arena for social debate, with users who are politically aware and highly skeptical of marketing campaigns that only simulate engagement.

According to one survey, 82% of consumers expect companies to prioritize the protection of people and the environment over maximizing profits. Ignoring this can cause immense harm to a company’s reputation.

This means sustainable thinking and action must be lived daily within the company to be communicated transparently and credibly on social media. Integrity and authenticity are becoming central assets.

Even when it comes to environmental protection, effective moderation in comment sections plays a key role. Here, experienced social media consulting is essential – to provide timely, authentic, and well-founded responses.