Social Media – Opportunities & Challenges

03.09. – 04.09.2015 / Eyes & Ears Academy, Munich
Eyes & Ears of Europe

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 everything is public! And often faster than any news programme. Thus, the topic of Social Media is more significant than ever.

The social media have drastically changed the way we communicate. The User 2.0 in particular influences what becomes popular through posts, comments and shares. This poses opportunities as well as challenges for media and communication companies.

The event organised by Eyes & Ears of Europe and the Disney Channel focuses on the following questions: How can companies present themselves successfully 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 exercises, participants learn what and when they should communicate, and what they shouldn't do.


Daniel Backhaus, Social Media Coach, Cologne

Daniel Backhaus, born in 1968, is an expert in all things online communication. The Social Media Coach and popular speaker from Cologne began his career in different companies and positions in the media industry.

Since 2012 he has been working independently under his own direction, dealing mainly with the issues of crisis communications and social service designs in the fields of storytelling, customer dialogue and digital transformation. As a private lecturer at the Cologne University of Applied Sciences, he holds lectures at the Department of Communications to prospective "Social Media Managers".

His clients include companies such as Viessmann, Deutsche Bahn, Deutsche Post DHL, Telekom, BMW, Germanwings and Deutsche Bank.

Marco Fischer, CEO Die Firma, Wiesbaden

Marco Fischer, founder and CEO of the strategic consulting and project agency "die firma GmbH", is originator of the holistic brand management model "webthinking®", with which companies master the art of becoming Digital Leaders. His customers include leading companies such as Bosch Rexroth, CLAAS, Deutsche Bank, Dow Corning, Geberit, Johnson Controls Automotive Experience, Deutsche Telekom and or the Volksbank and Raiffeisenbank, as well as media companies like Bertelsmann, BMG Ariola Classic, Hessischer Rundfunk, Publishing Group Rhein Main and ZDF.

Programme: Thursday, 3 September 2015



​11.15​Introduction of the participants

Social Media – yesterday, today, tomorrow


Lunch break


The vastness of the digital universe




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



Digital Transformation – What's that supposed to be?

​19.30​End of Day 1

Programme: Friday, 4 September 2015

08.30Get together​

The courage to think laterally: Storytelling 2.0


Lunch break


Digitisation strategies for media companies


Tools and tricks of the Content Marketing Experts


Summary & evaluation

​18.00End of the event


Disney Channel


Daniel Backhaus

​Daniel Backhaus

Marco Fischer

Registration form (PDF)

Programme (PDF)

Registration deadline: 28. August 2015

No. of participants: 16


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

How to register

For your binding registration, please send your registration form via eMail to or by fax to +49 221 60605711.


  • € 350,- Eyes & Ears members
  • € 95,- 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
  • € 190,- 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. Accommodation and catering costs are not included in the participation fees.