30 Under 30: Social Media Titans

Social media means different things to different people. For some, it’s a mode of communication, for others it’s art. Whatever it is to you, it has undeniably changed the world in which we live today. The way we connect with people, our view of the world, and the speed at which we receive news and information will never be the same. While some people prefer to be simple observers or occasional users of all things social online, others have learned to harness its power. Whether they're using social media to empower disenfranchised women in Africa, or keeping more than a million Twitter followers up to speed on gaming news, this month's 30 Under 30: Social Media Titans know how to make the Web work for them. And if you haven't heard of them already, trust us, you will.

Name: Alan Chan
Age: 27
Location: Palo Alto, California
Title/Position: CEO/Chief Baker
Organization: Bre.ad
Website: bre.ad

Bre.ad is, as the website states, a link shortener that allows its users to promote their personal brands and interests. Essentially, a person can create a full-page customized billboard with a personal message. Then, when a user shares a link on Facebook, Twitter, or other media website, this unique link shortener displays the “billboard message” for five seconds before automatically redirecting to the target link. Bre.ad’s CEO Alan Chan, who was part of the initial wave of Facebook users, discloses that their company goal is to “give people a channel to express themselves in a consistent and visually engaging way.” His company has reached a landmark 5 million billboard impressions — a major feat for a company that went from an idea to reality in a mere six months. Bre.ad will be launching a revamped analytics platform soon to help users understand the effectiveness of using Bre.ad.

How do you define social media?
“To me, social media is any content that is created and shared for public consumption. The content can be consumed through channels like blogs, social networks, email, video, etc. Social media empowers everyone to become a content creator and gives everyone a vehicle to share their thoughts and beliefs. Social media might be the most powerful human invention ever.”

Twenty years ago, most people wouldn’t have imagined reading tweets from the President or receiving discounts at a restaurant after checking in on a smartphone. What will social media enable us to do 20 years from now?
“In 20 years, social media will be the largest employer in the world. Millions of ‘digital celebrities’ will receive a salary for sharing and creating content on social networks.”

In your opinion, what’s the biggest social media faux pas and why?
“The biggest social media faux pas is tagging friends in compromising photos on Facebook. These days, everyone and their grandmother is on social media, so the last thing you want is grandma or your boss seeing that embarrassing photo of you. Remember the golden rule, ‘Tag others as you would like to be tagged yourself.’”

What’s the most negative effect of social networking?
“The only time social networking has negative effects is when users use it inappropriately. If you find yourself being antisocial and enjoying your Twitter friends more than your real life friends, then you need to shut down the computer and get out of the house.”

In your opinion, what celebrities and brands have nailed their social media strategy and why?
“I’m most impressed by online personalities who built their entire celebrity and brand using social media. I admire personalities, like YouTube sensation Michelle Phan, because they built massive audiences by being authentic and truly connecting with fans. Michelle’s someone who has mastered social media by truly understanding how to use each social tool to create a great experience for her audience.”

Name: Julia Kaganskiy
Age: 25
Location: Brooklyn, New York
Title/Position: Global Editor
Organization: The Creators Project
Website: thecreatorsproject.com

Julia Kaganskiy believes that many of the traditional arts organizations haven’t hopped on the social media bandwagon because they're afraid of diluting their authority. But she disagrees, believing that all ships rise with the rising tide — the more exposure to the arts, the more popular the arts become, and the better that is for artists and all arts organizations. As the Global Editor of The Creators Project, a network of digital artists around the world that puts on events internationally, Kaganskiy, who was named one of the year’s most influential women in technology by Fast Company, works to propel the arts through technology. Her goal, and the goal of The Creators Project, is to bring digital art to the masses, to expose people to it, to educate people about it, to get artists the recognition they deserve, and to showcase the many ways technology is enabling creativity. 

When and how did you first become involved with social media?
“My background in journalism made me interested in how information spread, how to tell stories, and how to connect with and engage an audience. Social media simply offered a new domain for figuring out those same questions and challenges, and I wanted to be at the forefront of it.”

What do you (or your company) hope to achieve using social media?
“Lately, my work has been centered around the intersection of art and technology — specifically, how creatives of all kinds are using technology in their work or exploring topics related to our rapidly evolving technological era. In terms of the art world, a lot of this kind of work tends to be marginalized and pushed to the sidelines. It's rarely integrated into shows at major museums, galleries, or art festivals and tends to be relegated to niche media arts festivals that primarily take place in Europe. Even when you do see it displayed in museums or galleries, it's often in the context of design as opposed to art. People still seem to make a hard line distinction between art and science, between art and technology, but I think that's changing in a big way right now and these hybrid artists and art forms are emerging.”

What’s the most negative effect of social networking?
“For me, I'd say it's the fomo (fear of missing out). With so much information, both of a personal and public nature, flying around on the social media channels, it's impossible to keep up. The more your network grows, the less likely it is that you'll be able to read and watch everything that passes through there.”

Are you working on anything new that you can share with us?
“I'm really excited about the work that we've been doing with The Creators Project this year, in particular, our new Studio initiative, which works with artists on the production and dissemination of new works. We've been commissioning new pieces and debuting them at our events all over the world, working with artists like Chris Milk and Arcade Fire, United Visual Artists and Scanner, J.Spaceman of Spiritualized and Jonathan Glazer. In October we'll be hosting a three-day event in New York during which we'll be taking over the better part of DUMBO in Brooklyn and bringing live music, art installations, film screenings, and various talks and panels to town.”