Alternative terms: ramp sow, social media prof, trend surfer, agenda surfer.

His silo: social media department.

His goals/KPIs: Generate reach and engagement.

His potential strengths: Achieving visible success and recognition quickly.

Its potential weaknesses: Not very sustainable, limited to social media, rarely unique and therefore interchangeable. If there is no substance, there is a risk of being perceived as a "dazzler".

His channels:
Owned media: Social media.
Earned media: Twitter trends etc.

Methods: Selfies, creative moving images, funny memes, selfies, expressive texts, strong headlines, great photos, selfies. Be sure to pick up on the latest buzz. And post selfies. Anything that "pops" and is hip. Of course, virtual reality, selfies, augmented reality, mixed reality and artificial intelligence are also a must.

Helpful tools: Canva, Social Listening for Buzz, BuzzSumo.

The team player: Attention and engagement are important, but of course they are not everything. Choose what you post even more carefully so that your content fits in better with a central story. This gives your company a strong profile. And bring substance to your topics. Seek closer cooperation with colleagues from PR or corporate publishing.

And personally? This colleague's "the main thing is colorful, loud, viral and trendy" is a real pain in the neck for pretty much all other content marketing colleagues. They miss pretty much everything about his content that is important to them - everything that they themselves stand for. And conversely, the social media pro is convinced that his colleagues have no idea what is important out there in social media. Apart from him, nobody knows how to attract attention. The trick now is to go from trend surfer to trendsetter. Making concentrated expertise go viral. Communicating authentic ideas in a creative and social media-friendly way. And that certainly only works - you guessed it - as a team.