Social Media & Online Presence

For me personally, this module was a bit of a leap in the dark: social media is a hugely important topic for our corporate influencers and the training content we had developed was put to the test accordingly. It was important for us to convey that social media is not an end in itself, but an opportunity to show attitude, make topics visible and enter into dialogue with the interest groups around HDI.

The workshop began with a joint categorisation: where do we stand as a company - and as individuals - in the rapidly changing media world? Data and impulses on media behaviour quickly made it clear: if you want to reach people, you have to be present where conversations are taking place. Social media has long been more than just marketing; it is an opinion maker, network and feedback channel all in one.

This was followed by a crash course on the functional logic of the major and relevant platforms - from LinkedIn and Instagram to TikTok.
It was particularly exciting for me to see how quickly the Culture Companions familiarised themselves with these topics - with clever questions and a real feel for what and how they want to communicate. There was definitely no lack of ideas, but perhaps a little bit of groundwork.

Speaking of groundwork: an interactive element of the day was the ABC method for finding topics. The Companions collected topics that move them personally, their respective target groups or their social environment and then structured these further into focus and context topics.
It was particularly rewarding to see how vague ideas suddenly became clear narratives. Topics such as psychological safety, modern leadership, digitalisation and diversity became tangible and began to be translated into their own individual content strategy. For some, it was already clear after this session: "I'm excited about this topic - it's going to be my topic!

The second part of the training module focussed on defining goals. All Companions worked on their own visions, then derived missions - and formulated specific goals for themselves. Now that our Companions knew where they saw themselves, the next question was: Who do I actually want to reach? What are the needs and interests of my potential target groups? And how can I organise my content so that it meets these needs? These questions helped us to think about communication not only from our own perspective, but also in a user-centred way - just like HDI.

What do I take away from the day? The Culture Companions grow more into their role with each module. They develop a sense of impact, responsibility and creative scope. The workshop was characterised by openness, a willingness to learn and genuine enjoyment of communication.
I'm really looking forward to seeing the topics developed grow - on LinkedIn, at events, on the intranet and so on. I'm really excited to see what unique stories the Culture Companions will go on to write.
H2 was the second milestone in the first and only corporate influencer training programme at HDI and has shown that the community is ready: The community is ready. And it has something to say.