256. Michael Haenlein. TikTok & How Social Media is Changing.
Michael Haenlein
March 9, 2023
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Young consumers learn about all things cultural, political or commercial through social media. Anyone who wants to engage audiences, be they consumer products companies, lifestyle influencers or political movements, meet their audiences on social platforms. Like with everything else in our constantly changing world, social platforms themselves are evolving. TikTok is the latest social juggernaut disrupting the social media ecosystem.
Today we’re speaking with Michael Haenlein about not only where people are engaging, but how engagement on social platforms has been changing and what it means for everyone who uses them.
Topics include:
How social media’s relationship with people’s real world lives has evolved.
The ways in which TikTok is unique.
Why anyone who wants to use TikTok for marketing should first set up their own account and start exploring.
Michael Haenlein is a Professor of Marketing at ESCP Business School in Paris and holds the Chair in Responsible Research in Management at the University of Liverpool Management School. He has worked for the past two decades on the impact of new technologies on firms and consumers, including social media, artificial intelligence, gaming, and the metaverse.
Michael is among the Top 50 most-cited marketing scholars worldwide and has published extensively on issues in the area of new technologies in the leading journals within the marketing discipline. He is part of the Academic Council of the American Marketing Association (AMA) and the Board of the Responsible Research in Business and Management (RRBM) initiative.
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Michael Haenlein