Sometimes it’s worth looking back. In September 2023, the Grimme Akademie invited me to take part in their interview series “Who Teaches Here?”
→ Read the full interview on the Grimme Akademie website
What Still Excites Me About Teaching
In the interview, I described what drives me in my work as a lecturer and professor: sharing experience, discovering new trends together, and the balancing act between theory and practice.
That might sound like a standard answer. It isn’t.
Because what I experience in seminars, again and again, is something I can only describe as mutual learning. I bring experience. Participants bring curiosity, fresh perspectives, and often an instinct for platforms that pushes me forward too. That’s not a coincidence. It’s the model I deliberately choose.
Social Media as a Dialogue, Not a One-Way Street
When asked about the most common mistake in social media use, my answer was: many people forget that social media is a dialogue, not a marketing one-way street.
That’s truer today than ever. Those who only broadcast, lose. Those who listen, ask, and respond. They build something. A community, a point of view, trust.
And the second thing I said back then still stands: social media should be fun. Not every post needs a strategy behind it. Sometimes being authentic is enough.
AI, Virtual Reality, and “Virtual Vibe Broadcasting”
Perhaps the most honest answer in the interview came in response to whether my seminar “Social and Cross Media in Practice” would still have the same name in 15 years.
My answer: probably not. Maybe it’ll be called “Virtual Vibe Broadcasting” by then.
That was half a joke – but only half. Because the direction is right. We’re moving away from social media as a category, toward something that brings together entertainment, immersion, and AI. Those who don’t have that on their radar today will be playing catch-up in five years.
What Has Changed Since Then
The interview was published to mark the 50th anniversary of the Grimme-Institut.
AI is no longer a topic for the future. It’s a tool. It’s everyday life. And it makes the question I ask in every workshop even more urgent: Who are you as a communicator – beyond the tool?
Because that’s the real skill. Not the prompt. Not the model. But the mindset behind it.
On Working with the Grimme Akademie
I have worked regularly with the Grimme Akademie as a lecturer for many years. The Grimme Akademie is one of the most respected continuing education institutions for media professionals in the German-speaking world. I value the collaboration greatly, because the audience is demanding, the topics are relevant, and the exchange happens at eye level.
If you’re looking for similar formats for your team or organization, feel free to reach out.
Prof. Michael Schwertel is a Professor of Media Management at CBS International Business School and works as a keynote speaker, workshop facilitator, and consultant on the topics of artificial intelligence, digital transformation, and the future of media.
