SKW Schwarz at the Bitkom Social Media Roundtable

On June 12, 2026, the Bitkom Social Media Stammtisch met in person for the first time. Also in attendance: the SKW Schwarz team.

This time, the event focused on corporate influencers as part of modern corporate communications. Social media is personal – people follow people. Corporate influencers provide insights, build trust, and make messages more tangible than traditional corporate communications.

But what does this look like in practice? What legal considerations must be taken into account? Johannes Schäufele and Fabian Bauer, representing our Branded Content and Influencer Marketing focus group, provided an overview of the legal framework governing the use of corporate influencers. The discussion focused in particular on:

• Legally compliant use of copyrighted content 
• Disclosure requirements
• Use cases and practical recommendations

Bitkom’s Social Media Roundtable is a networking and discussion forum for social media managers, communications, and marketing experts. At regular meetings, participants discuss current developments, trends, and challenges in digital communication. The focus is on practical insights, best practices, and an open exchange of experiences regarding strategies, platforms, and formats. At the same time, the roundtable offers the opportunity to make new contacts, learn from one another, and gain valuable inspiration for one’s own work. Detailed information can be found on the organizer’s website.