Behind the curtain at WGBH

This is my third SXSW.

I’ve been twice before as a attendee, soaking in as many panels and meeting as many people as possible. I raced from workshops to conversations to mentor events to industry parties.

Every year, there are themes that emerge around Day Two. When I was there in 2011, the noun was Tablet and the verb was Gamify. When I was there in 2014, the noun was Mobile and the verb was Engage! (with an exclamation point, always).

I have learned a lot, but the most valuable lessons were smaller details — tricks, hacks, apps. I rarely had any epiphanies that led to a major rethinking of the social media strategy for the radio program for which I work.

That’s why after the last SXSW, my colleagues and I at WGBH pitched a panel for this year’s festival. We wanted a panel that recognizes the obvious motifs that social media producers and editors hear — and pushes them further.

Screen Shot 2015-03-11 at 2.36.52 PMOn Friday at 3:30 p.m. CST, I’m moderating “Behind the Social at PBS’ Largest Content Provider,” a panel with the social teams* from Antiques Roadshow, Masterpiece, and American Experience. (*By teams, I mean the one person who handles their social media, among other things.)

I’m going to outline some generic best practices, and then encourage the panelists to share how they’ve gone deeper or taken an unexpected turn with each. We want those in the room and following the hashtag (#WGBHSocial) to chime in as well, to work together in figuring out how going “beyond the social” doesn’t require a massive team — just a bit of creativity.


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