Social media has upended the entire landscape of theatre marketing and raised a number of hugely important questions. How do we utilize emerging technology with our patrons? How do we measure its impact? And how do we make sure our digital “followers” also follow us in the live performance world? David Munns (Digital Media Manager, ZACH Theatre) provided boots-on-the-ground findings from this year’s South by Southwest (SXSW) Interactive Conference in Austin, Texas.