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At the same time, the topic of digital communication must always be viewed in the larger context of digitalization as a whole, and here too, there is still a lot of catching up to do in Germany. A colleague who has made a great contribution to this topic is Gunnar Sohn, whose blog you can find here . From there you can also access his very actively maintained social media channels. Incidentally, while I was writing this article, Gunnar interviewed Klaus Eck, quoted above, in a video on the topic of brand ambassadors. You can find the recording, which is well worth watching, here. I absolutely agree with Klaus Eck (and not only in this respect) that employees who want to get involved digitally and develop themselves should not only do this theoretically or in training, but should also attend bar camps and similar events, for example.

I will never forget the pleasant surprise that overcame linkedin data me when, at a Twitter meeting in Düsseldorf earlier this year, I actually met two employees from the PR team of a corporation with whom I had previously worked on digital strategy. They had taken my recommendation to heart, were enthusiastic and had thus gained the first step towards a completely new access to a very digitally savvy community - indispensable experience for communications professionals in the company.

Digital communication is therefore only one part of a company's digital strategy. How well it is set up may determine the success of the overall strategy. However, no amount of communication, no matter how good, can make up for what is not present in business. Accordingly, the fact that a manager is present and active on social networks alone does not indicate anything about their digital competence in these rapidly changing times.