Social Media – Opportunities & Challenges

06.02. – 07.02.2014 / Eyes & Ears Academy, Cologne

Post, like, share – whether during breakfast at home, in the lunch break at work or at night in front of the TV with friends – Social Media are used by millions of people anytime, anywhere and across language barriers. Everybody and everthing is public! and often faster than any news programme. Thus, the topic of Social Media is more topical than ever.

Therefore, the way we communicate has changed significantly. Especially the User 2.0 influences what becomes popular, through posts, comments and shares. This poses opportunities as well as challenges for media and communication companies.

The focus of the event organised by Eyes & Ears of Europe and VOX are the following questions: How can companies present themselves succesfully in social networks? What content is suitable for social media? And what content is appropriate for which platform and for which use? How can media and communication companies administer their content and maintain an overview? And how should public user questions, suggestions and criticism be handled?

The two-day Eyes & Ears Academy offers answers to these questions. Using examples and practical execises the participants learn what and when they should communicate, and what they shouldn't do.

This event is aimed primarily at employees of media and communication companies who are already active in the field of Social Web, or who are just starting out and would like to learn more about this topic. Persons interested in the media, students and trainees are also very welcome.


Daniel Backhaus, Social Media Coach, Cologne

Daniel Backhaus is a real professional in all things online-communication. The 45 year-old Social Media Coach began his career in different companies and positions in the media industry. Main focus of his current work is social service design including storytelling, customer dialogue and Enterprise 2.0. From 2009 to 2011 Daniel Backhaus was Social Media Manager for DB Vertrieb GmbH, German Bahn AG. His tasks included the coordination of the social media activities of passenger service of Deutsche Bahn: Development of the strategy and design, initialization and operation of the service and support channels on Twitter (@ DB_Bahn) and Facebook (DBBahn) as well as staff training and training of Social Media Agents.

Program: Thursday, 6 February 2014


11.00 Welcome

Dirk Lüninghake, Head of Marketing VOX, Cologne

Corinna Kamphausen, Geschäftsführendes Vorstandsmitglied Eyes & Ears of Europe, Cologne


Introduction of the participants


Social Media – yesterday, today, tomorrow


Lunch break


The vastness of the digital universe



16.30It becomes practical I: The successful use of Twitter




What companies should ask themselves – Conditions for success in the 2.0 world


End of day 1

Program: Friday, 7 February 2014

08.30Get together​

The way to the Social Web

  • Social Media Guidelines
  • Reputation management
  • Listen
  • Engage
  • Interact


Lunch Break


It becomes practical II: The successful use of Facebook




It becomes dialogical: Practical exercises for Dialogue 2.0


Summary & Evaluation


End of the event




Daniel Backhaus

​Daniel Backhaus

Registration deadline: 31 January 2014

Number of participants: max. of 18


Eyes & Ears of Europe
Mozartstr. 3-5
D-50674 Köln

How to register

For your binding registration, please send your registration form by 31 January 2014 via eMail to or Fax to +49 221 60605711.


  • € 350,- Eyes & Ears members
  • € 75,- Eyes & Ears members / pupils, students, trainees who are personally members of EEofE
    or pupils, students, trainees of an institutional member of EEofE Europe
  • € 990,- non-members
  • € 150,- non-members / pupils, students, trainees

The fees must be paid within a period of one week after receiving the invoice by means of bank transfer.spaceAccommodation and catering costs are not included in the participation fees.