As another SXSWi conference comes to an end, so does the coverage provided by our team at SXTXState. Looking back on this project, I continue to delight when I tell people that the SXTXState team has been covering SXSW Interactive for six years. Most people balk, shocked that a little graduate program they have never heard of has been providing exclusive coverage of the most innovative tech and communications conference, predating many major news outlets’ coverage.

As a whole, I sincerely believe SXTXState’s coverage of SXSWi rivals that of any “professional” coverage of the event. I continued to be amazed by my cohorts’ instinct for newsworthy content and their drive to secure interviews with the conference’s biggest names. From David Karp, W. Kamau Bell, Michele Norris, Gary Vaynerchuk, and more, our team successfully interviewed the same high-profile leaders in tech and communications as major news outlets. I attribute this success to the SXTXState model, which provides a platform for students to launch from. SXTXState allows individual participants to cultivate their own interests while rewarding the boldness and gumption of our ambitious reporters.

I count myself to be so extremely fortunate that I got to be a part of this team two years in a row. I certainly doubt that I will ever have such an exciting and rewarding experience at SXSWi as I have these last two years. Looking back on this experience, I see a few trends:

1) Data is everything… unless its not. Panels on data driven journalism, storytelling, marketing and more have dominated SXSWi. But this year, several major panels discussed the limits of data. Brands and storytellers are still employing data to communicate ideas, however, context demands traditional storytelling techniques be employed to be full effective. Data provides background on scale, however, it lacks “soul.” Traditional communication tools must be used to provide that context for data, or else it simply becomes noise. For more, check out my interview with BuzzFeed’s Jon Steinberg.

2) Communicators must find a balance between traditional and new media. Two of the most interesting conversations I had during SXSWi were with journalists Mike Isaac and Andy Carvin. Both esteemed reporters sit, admittedly, on the opposite sides of a spectrum on how they procure sources and build stories. Isaac holds true to the traditional method of gathering sources, viewing social media as a means to an end. In contrast, Carvin considers Twitter to be a fundamental part of his procurement process, breaking down the barriers to important sources. Both journalists have interesting reasons why they choose their method and it would be a superficial analysis to say that one is more “right” than the other. Rather, it is best to learn from both communicators to strike a balance between the two approaches. Both journalists offer best practices that are not mutually exclusive and that can be employed to create a hybrid approach to storytelling that brings the best of the new and old.

3) SXSWi continues to be three years ahead of everyone else, really. I entered into this project with the proposed goal of exploring how SXSWi approaches diversity in communications technology. How were different people from different communities being included in this event? How did SXSWi make sure they were looking toward a future where the minority is becoming the majority? Despite my ardent fondness for all things SXSWi, I was prepared for disappointment. Much to my surprise, I found that SXSWi continues to be ahead of the game. Diversity manifested in many ways, from programming, to special official SXSWi events. While women and people of color continue to be underrepresented in the technology sector, SXSWi strove to include speakers and experts on diversity. Yes, there is still room for improvement, but speaking with the many participants and speakers on diversity, SXSWi is extremely progressive.

After a whirlwind experience, its hard to believe its over. However, I’m already looking forward to SXSWi 2014 and more opportunities to meet the top minds in communications and technology.