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"Just setting up my twttr." 7 years ago that first tweet changed the internet and so today we say happy birthday to twitter... because a lot of us probably wouldn't have jobs without you. 

Part of embracing the madness of SXSW is keeping up with the parties. Last night was no exception as Cap C set out to experience the best in SXSW nightlife.

For me, most notable was the #FEED powered by twitter @NIGHT dance party. Rather than just offering up free booze this party manifested the online story of SXSW interactive by merging social media, art, technology, and music into an engaging offline experience.

The event, which is briefly captured in this Vine video, revolved around "interactive social media feed art." Attendees were wowed with custom interactive and engaging art installations created by leading experiential artists, that captured the experiences of users by curating their own original content to feed into the visuals. The social space is moving towards a harmonious unification of experiences for users. Rather than having social, art and tech work in silos we can look to this example for future events of how marrying different platforms can create an all encompassing, content rich and super rad experience for users. Here is a list of the different visuals from last night's party.

1. Social Print Studio- INSTAGRAM VISUALIZER + LIVE PRINTER

Interact with the hashtag and geotag driven Instagram visualizer using movement then instantly print images uploaded to twitter and Instagram.

2. *Super Uber- SOCIAL SNAP

A moving mood board that captures hashtaged images. Influence this interactive projection mapped image collage by tweeting at the geometric shaped wall mount. A Meta Agency artist.

3. * Beak Labs

Tweet at #Planet140 – a projected space scape – to interact with animated creatures. Trending topics transform into interactive entertainment.

With Day 1 officially behind us and an exciting Day 2 already off to the races, there was definitely some amazing sessions worth sharing with y’all.

As suspected, mobile is a big topic at this year’s #SXSW. Yesterday, I attended a panel that looked at the power of mobility and that brands who truly immerse themselves in this medium will become 21st century brands. This by the way is the next big thing - not technology.

The panel was led by the electric, fast-talking and incredibly brilliant Thom Kennon (seriously check him out).

The current challenge (the whole room agreed) is that brands are trying to find new ways to interrupt, capture and engage consumers. The problem is that this is a form of chasing. Chasing is not a strategy. Guessing is not a strategy. Following is not a strategy. So what is a brand to do?

If you drown out all the data on consumer behaviour and pay attention to mobile the answer is easily found. At every stage, consumers are shaping trends and showing us how to be 21st century brands just by engaging with mobile on a daily basis. So then why when it’s as plain as the nose on our faces do we do anything else?

It’s time for brands to ignore all the stats on the next big thing and find their own unique offering. Begin focusing exclusively on what you know about your customers and you will find the key to innovation. Rob Griffin put it best when he said, “Don’t sell output - sell a new outcome in consumers lives.”

Mobile is the answer to all of this. Your experience must make it easier for the consumer to do what they do. Find the opportunity by looking at how consumer behaviour changes because of connectivity and find how to connect with this change to your brand’s offering. What do I have to change to offer similar services to make it easier for my customer to interact with me, engage with me and make me part of their daily routines.

So with mobile usage continuing to grow and knowing smartphones are the entry point for many customers to embrace your brand, how will this change how we approach innovation? If customers have chosen to align with you, what are we doing as brands to make it worth their while? It’s interesting to think that mobile is one of the most intimate ways marketers can connect with customers and yet so many miss the opportunity. How do you think mobile will shape future conversations?

There were a lot of really great panels yesterday but my favourite by far was the, somewhat controversial, Reddit panel. 

Reddit, for the uninitiated, is a social news and entertainment site where registered users submit content in the form of either a link or text post; those posts are then upvoted or downvoted which ranks the post and determines its position on the page or front page. 

Reddit has been accused of being one of the best and one of the worst places on the internet, with subreddits like /r/jailbait it's easy to understand  why Reddit can make users uncomfortable. 

Yesterday's panel focused mainly on the negative elements of Reddit like the rampant sexism, racism and homophobia. If Reddit was Facebook or twitter and those people sharing photos of underage girls and claiming that women are merely playthings for men I would worry; but Reddit has one thing that other social networks don't, anonymity. 

If you were to jump on Facebook today and write a diatribe about the evils of women and the black agenda you'd be ostracized by your friends and family - you might even lose your job. But on Reddit you don't have to own your opinion you are simply a member of the mob and without a face or a name there is no accountability. 

Last year Google joined a growing list of websites requiring real names in an effort to clean up the comment sections on YouTube which as you know can be a bit of a trolling wasteland. While I don't think real name policies will necessarily work I do think that it is a step in the right direction; if I every time your name was Googled your latest YouTube comment came up as the top result would you still tell Adalia Rose that she was a monster that deserved to die? Probably not. 

When Adrian Chen, who was on the panel, publicly outed Violentacrez on Gawker Reddit users were livid with the journalist. But I wonder if they really supported the man behind /r/jailbait or if they were just worried that they might be next? 

It is becoming increasingly obvious to me that our online and offline selves are no longer separate; but while most of us are the same person online and off Reddit provides a place where users can still be anonymous they can hide behind their handles without fear of being outed and that is what leads to the vicious comments we often see there. 

So what do you think? Should Reddit remain a place of anonymity or should we out all the trolls and demand that they take ownership of their own words?