Wolfgang LÃ¼nenbÃ¼rger-Reidenbach joined Edelman Hamburg in August 2006 as Director Online Conversations. In November 2007 he was promoted to oversee Edelman Europes online practice. He has special expertise in monitoring online communities and acting in the new so-called "web 2.0" environment â€“ and has several years of experience in both of these areas as well as in building online programs and leading online development. When Wolfgang started his own blog Haltungsturnen (http://haltungsturnen.de) in early 2003, he was one of the first German PR professionals to blog. To date his blog is well-known and of some influence in Germanyï¿½s blogosphere and uses all social media applications. His experience with consulting companies and organizations in how to deal with bloggers goes back to 2004. In the past few years he has written many essays about blogs, web 2.0 and communication. Wolfgang often holds seminars about these issues with journalists and PR-professionals and is much in demand as a speaker or moderator. He was in charge of several local and international social media projects, e.g. corporate blogs (Daimler AG), social networks (Dove), or online relations. Wolfgang graduated with a degree in Theology and worked as a journalist and radio DJ for several years, before he founded a professional journal, where he was editor-in-chief. For six years, he was Business Development Manager for the German wire service News Aktuell and evolved its strategy for "web 2.0". Recently he led the sales department of German media monitoring service Ausschnitt Medienbeobachtung.