by Thomas Hynes (PR Newswire)

For those who couldn't make it to SXSW in Austin, Social Media Club New York City (SMCNYC) hosted a "North by Northeast" roundup of the digital conference.

Participants ventured through the wintry mix and thundersnow (yes, thundersnow!) to the recent meeting hosted at PR Newswire's New York office. The roundup included a lively and informative conversation on the trends and apps that made the biggest impact in Austin.

This year marked a watershed moment for SXSW Interactive, as it drew more participants than the music or film components. To navigate effectively, one had to employ the Law of Two Feet, which states, "If you're not learning something where you are, you should walk out and find somewhere where you will."

One of the notable developments to come out of SXSW was group texting. And while SXSW participants were split on its effectiveness and whether or not its true purpose would be best suited in personal use, small business, or fundraising efforts, the value of group texting still was appreciated. As Howard Greenstein, of the Harbrooke Group, pointed out, "There is definitely a market for things that help you filter the noise and find the signal you need."

The NY group also discussed the amount of money brands spent at SXSW. One attendee described seeing brand advertising at every turn.

But it wasn't all ads and product placements.  Peter Himler, of Flatiron Communications, described the redeeming impression of SXSW to be the passion of the app and product builders. Sloane Berrent, Director of Digital Marketing for Lippe Taylor, pointed out that every day someone was blogging about how SXSW had jumped the shark. Yet the value was there if you could just cut through the clutter.