The appearance on Google and on all social media platforms – from Facebook and Twitter to TikTok and Snapchat – is becoming increasingly important for all companies. Hannes Kirchbaumer is a top expert in digital marketing and e-commerce and is a sought-after management consultant. In the TV talk with eXXpress editor Eva Schütz, he reveals important strategies and explains why, from his point of view, the opportunities for knowledge transfer are significantly greater than the dangers, which he also addresses.
In order to show up in the Google search engine, the content of a page is very important, emphasizes Kirchbaumer. Most of the digital advertising spend is currently going through Google and Facebook. The exchange of knowledge via the Internet has triggered various dynamics: “A lot of good information is available, especially for e-learning.” When it comes to education, the motto for the future must be “creating an awareness of what are good sources and what are not.”
Basically, a large number of opinions collide on the Internet today. The problem: The algorithms sometimes mean that you only ever get information from a certain direction once you have searched there. This is why bubbles also form in the networks. Kirchbaumer himself likes to experiment and follows different accounts to expand the field.
Regarding the criticism of fake news and questionable content that is spread over social networks, Kirchbaumer says: Social media have made many things visible in society that were already there before. “There are new opportunities to be noticed. Everyone has the opportunity to publish.” Censorship is more of a concern. Questionable blocking of accounts because of views that were not in line with the government when it came to Corona really gave conspiracy theorists wings. In China, on the other hand, Facebook and Twitter can only be received to a limited extent and are effectively blocked. That is “a serious matter”.
In another exciting talk, Kirchbaumer explains, among other things, why the TikTok algorithm is ingenious and has set a new trend, what he has seen from the Network Enforcement Act in Germany, and why the opportunities for classic media outweigh the odds.
Be there at 8:15 p.m. on eXXpressTV!
