5 Minutes With Sara Holoubek


Social Media Week

Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.


Sara Holoubek is the CEO and founder of Luminary Labs, a consultancy focused on operationalizing innovation. We are pleased to have her as a member of this year’s Advisory Board and to hear her thoughts on this year’s SMW!

1. What is your or your organization’s greatest success with social media to date?

In late 2011, we published “The Innovation Myth,” to Slideshare. While it had great traction initially, we were quite surprised when in July of 2012 views skyrocketed. The right person had discovered and share our work and for two days our presentation was one of the most viewed on Slideshare. Unexpected, organic success is always the sweetest.

2. What do you think is the most exciting thing happening in the emerging technology and/or new media space right now?
We are incredibly excited by the number of gurus from Web 1.0 and 2.0 days –  Tim O’Reilly to Esther Dyson to the founders of Invite Media – who are applying their experience and expertise to solve for healthcare. Health tech is hot.

3. What speaker or event are you most looking forward to at SMW NYC?
I’m particularly interested the experiential sessions, installations, and collaborative spaces at the Global HQ at the Metropolitan Pavilion.

4. What prompted you to join Social Media Week’s Advisory Board OR What do you think is SMW’s greatest value add to the tech/media space?
I love how SMW coalesces entire cities around a common theme that transcends any given industry. This idea of inclusion runs contrary to most gatherings, and therefore, yields greater outcomes.

5. What is the most creative way you’ve seen social media used? (This could be a meme, campaign, installation, etc.)
True story: I had been spending the holidays with my family in Wisconsin when the great blizzard of 2011 arrived. Once my flight was cancelled, I spent a few hours desperately trying to find another flight, a train, a car – anything – that would get me back to New York. After tweeting a few updates on the absolute lack of transportation for at least a week, a friend tweeted back that her partner happened to be in Chicago, with a rental car, and did I want to join her for the trip back? Of course I did.





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