In this episode of "You Are the Media Now," hosts Scott Mitchell and Ryan Welton discuss the potential ban of TikTok in the U.S. due to national security concerns, with a deadline set for January 19. They emphasize the importance of businesses adopting an omnichannel strategy and systemizing content creation to mitigate the impact. They also highlight the rise of niche expertise and the need for businesses to be cautious about their online presence to ensure safety. Additionally, they explore the implications of Randall Stephenson's involvement with the University of Oklahoma's athletics department, suggesting it could signal a shift towards treating college sports more like a business.