Social Media Consulting: Strategy, Setup, Promotion – Executives & Employees

Social Media One Consulting – With advice on social media strategy! Understanding. Ability to act in Berlin, Hamburg, Munich, Düsseldorf, Cologne and all over Germany. Our primary goal in strategic consulting for executives, but also in more operational consulting for employees (to be seen later in our workshops / speaking engagements). Our consultants teach you the keys of social media marketing. Methods and strategies of a social media agency, for Instagram, TikTok, Facebook, YouTube, Pinterest & Co.

Managers: imparting experience

On site, our consultant talks with you about the core objectives, specific to your products / brand. Fashion, travel and tourism, trend technologies such as e-automobility or even pets, insurance or banking, to the understanding and if necessary, to the social media concept. What is a social media consultant? What does a social media agency cost? With consultant / consultant to the social media strategy.

Direct performance instead of testing? Commission our social media agency for your brand

One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and globally, if you wish.

We are looking forward to your inquiry.

Stephan M. Czaja, Owner

Core analysis: brand / product / target group

Core Analysis – Channel, target group and competitor analysis with subsequent consultation and goal setting. In general, it is about making a basic analysis (actual/target). Where are your social media activities in their current state and what should an optimal target state for your brand and products look like? We bring these findings simply and clearly for you, for managers and employees, into a customized roadmap for implementation.

Roadmap: Strategic / operational guide

Guide – Social media goals and production strategy development, in person and on site. The roadmap includes concrete action steps, depending on the scope of the consultation, clearly or already elaborated in detail, with strategy, community, advertisements, etc.. Using these checklists, you can build your performance in social networks. Always with an eye on the level of knowledge of employees and / or managers. Simply put: Are we still talking about the “social media marketing mix” (individual social networks) or are we already talking about “dark posts” for social media ads (advertisements) in the consultation?

Strategy: planning and achieving objectives

Objective – Social media concept, production and editorial plan from a single source. From this social media roadmap, you can derive concrete concepts, methods and a social media strategy for your brand or your individual product or product range.

A strategy then includes the following aspects, for example:

  • Set goals
  • Select platform
  • Define target group
  • Metrics for verification (KPI)
  • Formulate guidelines

Guidelines for employees and agencies

Formulating guidelines means generally valid rules for all employees and also external agencies (advertising, PR, other consultants, etc.). Guidelines give your social media marketing the right framing for content and community.

The strategy is not only about creatives (creative content), above all it is about planning and implementation. That’s why all goals are always structured according to the well-known Smart Principle. You may already know this from marketing.

Smart means:

  • S = Specific
  • M = Measurable
  • A = Attainable (realizable)
  • R = Relevant
  • T = Time based (terminated)

Community: Management and brand fans

Community – Community management ensures organic reach and creates brand fans. Reading tip: Community Management.

Interaction: content and reactions

Interaction – Within your own community it’s all about one thing, regular interaction to drive engagement. Simply put, this means regular postings (publications) and subsequent reactions from your community and third parties. Always be mindful of personality and authenticity, because as a brand, it’s not about advertising! Also, reactions from your community should not go unanswered, so value feedback and interact with it, this shows appreciation towards your active community.

Partnerships: Authentic, Reaching New Circles

Partnerships – In order to promote one’s own reach, and thus one’s own attention and interaction at the same time, it is profitable to think about partnerships. For example, through nearby people, such as employees (positive mentions from company parties to recruiting), but also external, for example influencers or cross-industry, e.g. travel companies and insurance companies.

Tools: Software for monitoring

Tools – The use of social media software allows you to measure and review the previously established metrics. Not only positive feedback should be received, but also negative reactions. Accordingly preventive, a crisis management is developed – as needed – (negative comments to shitstorm).

Content: added value and attention

Content – If you’ve already read our guides on content marketing, then you know how important one thing is to us: Giving users value! As with valuing reactions, all content in content marketing should always be planned so that your community has the greatest possible added value. This will make your content relevant and interesting!

Regularity: Constant social media activities

Regular activities – In the last aspect, we will still emphasize that all these findings give up in a regular, consistent work. Because only through, regular, consistent interaction, increases your reach.

Best Practice – For beginners and newcomers who are doing social media marketing for the first time, it is also worth taking a look at best practice projects, content that is already successful. E.g. the most successful YouTube videos or TikTok videos.

Social Media Community Strategy: Checklist

Social media community strategy at a glance:

  1. Post regularly
  2. Encourage engagement
  3. Personality and authenticity
  4. Give credit
  5. Partnerships
  6. Social media tool
  7. Crisis management
  8. Add value
  9. Regular activities

Social Media Ads: Building Reach

Advertising – Campaign switching, paid outreach for content, dark posts and evaluation. Read Tip: Facebook Ads.

Advantages of Social Ads

Organic reach is good, paid reach is better! Why? Social networks derive their revenue and profits mainly from selling advertising content. Accordingly, reach doesn’t come “for free.” But don’t worry, social media ads can be used extremely effectively to increase your reach! Especially through targeting and re-targeting.

Generating attention: Aida model

But before you can go into the depths of the matter, it is above all about one thing, generate attention. Did you know that every single user swipes and scrolls several hundred meters through his smartphone every day? Accordingly, you only have a fraction of a second to generate attention from the user. Simply and quickly explained, we use the Aida model for knowledge transfer and implementation in your social media roadmap.

The most important thing is attention. How? A comprehensible scheme:

  • A = Attention
  • I = Interest
  • D = Desire (need)
  • A = Action

Still quick, explained in advance what targeting and re-targeting mean.

Targeting: placing advertisements, precisely targeted

Targeting – A simple definition would be, targeting people based on data. Targeting is the excellent social media marketing tool.

I’m sure you’ve heard that social networks are big “data octopuses”. That’s exactly how it is. Social networks know about the interests of users, know your contacts, places of residence and whereabouts, made and also just started search queries (wishes / interests). Facebook alone has an average of over 2,400 parameters per user. You can use this to your advantage!

Example – For example, imagine that you want to reach women between the ages of 30 and 34 who travel frequently (change location), are currently interested in travel destinations, and are single. Their ad would be extremely targeted and accurate! For example, this single campaign would then have media content (text, photos, videos) that would give the ideal idea of this target group when it comes to recreation. Very different from men, of the same age. Just as a simple example. Or couples, or families with child, with baby….

Example of parameters for an advertisement:

  • Product: Weekend holiday in Barcelona
  • Target group for the display of the advertisement
    • Exclusively women
    • Age: 30 – 34 years
    • Residence: Hamburg, Berlin, Cologne, Düsseldorf, Munich
    • Relationship status: Single
    • Interest: Travel content (for example, Tui, Ltur or Urlaubspiraten).

You see, an incredibly powerful social media tool to build reach, for your brand or product.

Here’s the quick segue to re-targeting, am explained simply.

Re-targeting: Minimize abandonment rate, increase sales

Re-targeting – Re-targeting deals with the people who have already visited your social media channel, website or online store.

Example – A very simple example would be, a certain user was interested in a trip to Mallorca. However, the purchase was not completed, but cancelled in the shopping cart. Through the targeted tracking (via pixel), this user and his desire can be precisely identified and informed by renewed address (ad), again. This increases the conversion rate (sale) considerably, since all persons are addressed again who previously abandoned the sale. For example, simply due to time constraints.

Instead of switching to a competitor, these users are made aware of your offer again. Whether on Instagram, TikTok, YouTube or also through Google Ads and Native Apps, for example on Google (search results) or also on large magazines and online portals.


Evaluation – content, community and campaign analysis with subsequent monitoring and report. Reading tip: Monitoring. Don’t miss any successes or failures! By defining the metrics, or key figures, already in the initial social media strategy, you can measure the successes. From very simple parameters, such as the number of your fans and followers, to more complex reporting and monitoring, for example for e-commerce.

Again a very big advantage, you can relate individual campaigns, directly to individual sales!

Let’s stay in the travel example, here too you can very well trace the relationship between a single campaign and a single sale. Accordingly, key figures can be calculated, which in turn contribute to optimization. This all happens in regular meetings, with your social media agency or with your internal expert.


Customer communication – Regular appointments with our social media experts for strategy optimization. A small insight Best Practice.


Multiplier – Brand advocates and referral marketing are a key tool in social marketing. Reading tip: Influencer Marketing.

Increasing awareness is not only possible through good content, for example content marketing, or through advertisements, i.e. paid reach, but also through brand advocates, influencers. Influencers stand especially for their personality and authenticity. Accordingly, they enjoy the trust of their community and you can use this profitably for your brand or your products.


Events – With expertise from food to fashion, we organize influencer events with top media output. Reading tip: Influencer Event. Depending on the size of your company or business, it’s not only worth thinking about online marketing, but also about linking online activities and offline activities. At the POS (point-of-sale), at trade fairs or even through individual campaigns, such as at festivals. Here, too, you can rely on the advice and experience of experts.

Employees: Speakings and workshops


Speakers – Our experts impart their knowledge in a focused way to your employees or guests. Read Tip! Social Media Speaker.


Training – We bring your employees up to date and accompany you as mentors in social media marketing. Reading tip: Social Media Workshop. Targeted measures for your employees and individual departments? Our workshops are perfect for this, here the content is prepared and conveyed in a targeted manner.

Hire a social media agency

Social Media One – One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and globally, if you wish.


Love – We work on brand fans, not followers. We create presence with attention to detail. Reading tip: Social Media Agency.

Do you have any questions? We are looking forward to your inquiry.


Directly on site, in your premises:

With examples, figures and best practice.

Intensive work = knowledge building.

Feedback on creative pitches from participants.