Let's deconstruct & design actionable ideas about why Libraries, Archives, and Museums (aka #sxswLAM) within the SXSWi conversation is important -- beyond rubbing shoulders with meme-enablers and tool creators. You'll leave with new partners to work on realistic goals that will keep us all engaged beyond the final hours of SXSWi bandcamp. Members of the librar* community at large are encouraged to attend. So be like Dian Fossey and find out who are the librarians in the/your mi(d)st."