Dino Baskovic Can't Lose

You can read this blog post any time. Donate to Japan relief efforts now. 

South by Southwest was a strange distraction last week. Strange in that I didn't physicallly attend, yet it was very top of mind for me. Between last week's tragic events in the Pacific, and sending a first-timer from my staff to Austin, I couldn't think of much else.

I'll address Japan in a bit. First, let me introduce you to Sri (pronounced 'SREE'). She has been a proven part of the public relations department with me at Amway for many years, and is a trusted advisor to fellow PR peers across our global markets. Recently, she expressed an interest in joining our social media team. While Sri isn't a "techie" in the traditional sense (whatever that means), she is soaking up the social-media scene like a sponge. And talk about full immersion. Face it, SXSW may as well be BUD/S school for the Web 2.0 set.

Still, I was somewhat reluctant to send Sri to SXSW, fearing she may be overwhelmed by the intense atmosphere, aggressive networking and know-it-all attitudes. Sri is more than capable of mingling at huge, glitzy events like this, but I naively thought she might in over her head.

I can't tell you how glad how wrong I was. Sri had some helpful travel companions from headquarters and made some dazzling connections of her own. We prepped her on some nifty Twitter apps, a Flip and behold, she was off and broadcasting in no time. In fact, she joked how sore her thumbs became trying to keep up with presenters (BlackBerry thumb has long replaced Nintendo thumb, agreed?). But what blew me away was this observation Sri made on Facebook:

"Want to see REAL Diversity? Go to SXSW. People are not judged by their skin colors, geeky looks, the way they dress, language they speak, or 'the usual' factors. They are judged by what their contribute to the society however small. All of the talks about interactive world may not stick in my head, but I learn something that will outlast the digital and mobile technology."

Sri is an avid shutterbug, and was also able to capture that smack-to-the-back-of-your-head sentiment in the above photo. Between seminars and soirees, she even encountered this gentlemen (pictured below) along 6th Street: 

"A portrait of poverty and homelessness where the world's brightest gather. In the world of plenty, poverty still exists. I wished to honor the dignity of the man by not sharing. But a friend told me that I put a face in the issue of poverty. And if I didn't share, who would? What can we do? I do not have the answer to that."

Stunning. We have an incredible responsibility as communicators, crafting messages and engaging with people in ways that enlighten, inspire and challenge. Amidst the world's brightest, as Sri indicated, are the digital tapestries and tools with which to reshape civilization as we know it. I sent Sri to SXSW thinking she would come back having learned the fundamental skills necessary to master modern media. Instead, Sri sent me straight back to school. I, and so many of us that proclaim ourselves to be agents of change, have much to learn from persons such as Sri.

As for Japan, it was infuriating reading so many self-serving hashtags coming out of the conference (and Charlie Sheen, and anything else) while truly serious matters of humanity unfolded before the eyes of the world. I wondered whether SXSW would at all harness the collective mindshare that had descended upon the Lone Star State to aid in earthquake and tsunami relief efforts in some meaningful way. They did, sort of. And I'm sorry, but it's pathetic. Barely $23K of a $30K target goal raised, as of this blog post? Appalling. There were bar tabs bigger than that.

I have yet to attend SXSW, yet one day will. I hope to make the most of my experience, meet many of the great minds I read and follow, and apply what I learn to what I do both professionally and personally. But based on some of the pushback I've read as of late, I'll be sure to scour the schedule for the truly worthwhile venues, the ones featuring people like Sri. Otherwise, heck, I'll just go hang out with that guy on 6th Street.

Now stop reading and help Japan.