Social media marketing is evolving faster than any other area of the communications landscape. Platforms rise and fall in relevance, audience behaviours continue to shift, and the balance between professionally produced brand content (BGC) and user-generated content (UGC) is reshaping how trust, influence, and authenticity are created online. Younger audiences are increasingly drawn to content that feels personal, immediate, and creator-led, while other segments still value polished brand storytelling for reliability and clarity.
For marketers, this creates both opportunity and challenge. Decisions about voice, platform, ethics, community, measurement, and creative approach now matter more than ever and require constant adaptation. This hybrid event brings together Lancaster University’s Marketers in Residence and academic specialists to explore what works, why it works, and how organisations can stay ahead in a shifting digital environment. The session will begin with a 45-minute live panel discussion, followed by 45 minutes of audience questions and open dialogue.
Panellists Include:
Vinny Wong – Global Social Strategy Lead, TikTok;
Marketer in Residence Simon Jamieson – Managing Director, MLP Agency;
Marketer in Residence Darren Savage – Freelance Marketing Strategist; Marketer in Residence
Sarah Wiggins – Natural Trust and Lancaster University
Dr Mike Ryder – Lecturer in Marketing,Lancaster University Management School
Together, the panel will connect lived industry experience with the latest academic research and data.
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