Learning Experiences at W2O+SXSW

Written by Katherine Arts
Published on April 14, 2018
SXSW sign at W2O Austin Office

Our ambassador Kristin Mascolo shares a few words on her experience working alongside W2O Group at the 2018 edition of South by Southwest!


“It’s not about the end game, it’s about finding ways to improve it.”- Sean Greenwood, CCO of Ben and Jerry’s, at #W2OSXSW.


Having the opportunity to take on the role of a social media intern with the W2O Group at SXSW in Austin, Texas was the experience of a lifetime. I experienced first hand the excitement and buzz that comes along with running social channels during an internationally acclaimed festival, and returned back to Syracuse with an itch for more.


Perhaps one the most compelling parts of my week in Austin stemmed from learning how to listen to, comprehend, and editorialize content within a matter of minutes. In social media, timing is everything. Post too soon, and you could disregard sloppy grammar mistakes. Post too late, and you could miss out on a trend and lose potential brand awareness. I especially enjoyed doing behind-the-scenes interviews for the W2O Group’s Instagram story. Leah and I had the chance to interview Komal Ahmad, Founder and CEO of Copia, a business that uses an online platform to connect businesses with leftover food with local organizations that can distribute that food to people in need. We talked about why businesses should seek to give back to their communities, as well as about our favorite taco places in Austin (Torchy’s was a big winner!). That interaction was just one example of how companies can use social media to spread important messages, as well as connect to audiences by bringing a human side to the conversation. After working at all three days of #W2OSXSW panels, I gained confidence in my social voice, and am excited to see how I can apply those social skills to my internship with the W2O Group this summer, and my own personal life.


In addition to learning new skills, I had the chance to listen to 16 different marketing and branding panels, each featuring multiple industry leaders, ranging from Chuck Leavell, keyboardist of The Rolling Stones and Co-Founder of Mother Nature Network, to Diedre Lester, CRO of Barstool Sports. These panels introduced me to new ideas, like the concept of Concierge Marketing and Artificial Intelligence, while simultaneously allowing me to expand my understanding of marketing and public relations.

— Kristin Mascolo

To read more about our ambassadors’ incredible experience at SXSW check out Leah Cooper’s blog post here.