This document discusses the need for another panel at SXSW on social media and branding. It provides 10 reasons for this, including: 1) To stay ahead of what customers want; 2) To connect with customers across all interactions; 3) To learn from different forms of communication; 4) To integrate tactics and teams; 5) To ultimately turn a profit; 6) Success requires coordination of multiple efforts; 7) Collaboration is important, not luck; 8) It's not about individuals standing out; 9) Customers should not be seen as faceless; and 10) Learning what customers listen for. The panel would feature Valeria Maltoni, Olivier Blanchard, and Kami Huyse discussing advertising,