This is the archived SXSW 2012 schedule. Please see the current schedule here.

Vetting in the Age of Social: Who Do You Trust?

#sxsw #vetting

In the past, an editor, a professional trained to vet content for a publication decided what you consumed. Today, content is vetted by our friends, celebrities, and strangers we've 'liked', followed, or circled. Influence over who shares what, how often it is shared, and eventually what shows up in search is the holy Grail for anyone who wants their content to be consumed: news organizations, PR professionals, marketers, bloggers, and more. We will discuss where this is leading us, what we can do to make sure we get information we "need to know," and how that information/content is
prioritized and weighted by trust.


Alicia Stewart Sr Editor/Producer at CNN CNN

Michael Pranikoff Global Dir, Emerging Media PR Newswire DC

Michael Pranikoff, Global Director of Emerging Media at PR Newswire, is responsible for educating PR Newswire staff and customers about the role emerging media in marketing communications, and is also heavily involved in the development of products and services for the company. Michael joined PR Newswire in 1998 and immersed himself in the technology industry in and around the D.C. area. In 2003, Michael was named the National Technology Markets Specialist and eventually named PR Newswire’s first Director of Emerging Media. A prolific speaker, he participates in events across the globe covering topics such as the convergence of PR & marketing, social media, search, content marketing, evolving media and more and is credited to facilitating PR Newswire’s Emerging Media Seminars since 2006. Michael is also a featured contributor to several blogs, podcasts, and newsletters. A graduate of Syracuse University, Michael worked for MacNeil/Lehrer Productions prior to joining PR Newswire, which produces the NewsHour with Jim Lehrer. Michael maintains profiles across many social networks and social media outlets, connect with him at

Shelli Whitehurst CEO/Dir of Strategy Code Name Max

Hello! Thanks for taking a look at my profile! So...let's get to know each other.. Firstly, click on the links below to connect with me on twitter, facebook -- don't be shy!

Ok, so...I have never been quite able to make up my mind if I am a marketer, strategist, problem solver, project manager, ideas generator, or an entrepreneur, so I thought I would create a company where I can be all of the above! For the past 15 years I have been working with great brands all over the world with advertising agencies, radio stations, television networks and event management companies.

My love affair with technology and all things geek merged together in with my passion for building brands online and my business Code Name Max™ was born. We love finding solutions and working with people/companies to bring ideas to life. We love getting our hands dirty with start ups, entrepreneurs, global businesses and crazy big thinkers. Working with products or personal branding. The business will never be geographically challenged, my team works in a collaborative flexible model. The talent on our bench is strong, deep and virtual with global pop up offices wherever you need us to be.

Lauching alongside Code Name Max™ this year is our new start up, The Domino Effect which you can join to be a part of a global influencer network that can create a "shift in the force". The New Media. Launching February 2012.

You can find me gabbing on about geeky stuff, entrepreneurial concepts, twitter, buying URLs, generating crazy ideas to apply to any project or problem thrown at me. In addition to my online obsession I also love buying digital hardware, reading technical books, US TV series addict (reality cooking shows..I know) and a good chat over a great coffee.

Tom Miale Dir of MultiMedia Engagement PR Newswire

Tom is a seasoned digital media professional who has worked in all aspects of the industry from executive management, sales, production, and product development.

Tom started his webcasting experience at MediaOnDemand, a leading webcasting and multimedia company, in 1995. There, he was responsible for all aspects of technological implementation of webcast and multimedia solutions. He oversaw projects for many different organizations and quickly became an integral part in growing the company's revenue 400% over a two year period

In 2006, Tom joined MultiVu, a PR Newswire company, where he has become an innovator in implementing social media components in to traditional webcast and broadcast products. He's run Twitter based webcasts and has developed a Blogger Media Tour product that allows brands to reach targeted social audiences with their messages.

Tom has been an active blogger for years. Most recently he started the blog where he writes about his adventures in the food world.

Tony Uphoff CEO UBM TechWeb

Tony Uphoff is CEO of UBM TechWeb. UBM TechWeb is one of the United Business Media companies. A self professed Media, Marketing and Technology geek, Uphoff has been at the forefront of media transformation for 20 years.

Uphoff has the distinction of having been a leader of three of the top five B2B brands in history all at the peak of their reach, revenues and profits; InformationWeek, The Hollywood Reporter and PC Week.

He served in several key management positions at Ziff-Davis Media during the build out of the company in the late 80′s and early 90′s. He then joined CMP Media as publisher of InformationWeek leading the brand to the # 1 position in the market and ultimately into one of the largest brands in the history of B2B media. Tony also served as divisional VP and President during CMP’s dramatic growth in the mid 1990′s from a $200 Million privately owned company, to a $600 Million, publicly traded, global leader in technology media. He was the founding CEO of the Internet media company Beliefnet, which was sold to News Corp in November of 2007 and he also served as President of VNU Media’s Entertainment Group and Publisher of The Hollywood Reporter.

Named one of the top 100 business media executives by B2B Magazine’s “Who’s Who in Business Media” in 2006-2011, Uphoff was named Top Media Innovator in 2009. He was named a “Folio Forty C-Level Visionary” by Folio Magazine in 2011.

Tony is a regular speaker at industry and association conferences and has also been a guest lecturer on “Leading Internet Businesses”, “Managing High Growth Environments”, “Technology and Financing in Film” and “Digital Transformation” at Columbia, Emory, NYU and USC’s Annenberg Business Schools.

Uphoff serves as a Trustee of Linfield College and a board member of SISO and Bobit Business Media.

Tony and his wife live in California and are regular visitors to Oregon where their daughter attends college. In his spare time Tony is an avid music buff, formula one fan, guitar player and surfer. He is also a very slow but dedicated runner.

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