Shira Lazar describes herself as an LA-based "crossover personality/hyperjournalist" who develops content for the Web and TV. She offers advice to those just starting out in the workforce who don't necessarily want to work for a big company: Find your voice, start blogging and twittering, develop your personal brand. "Don't just talk about walking with your cat, though."

In this 13-minute interview filmed at SXSW 2009, she talks about how traditional media is embracing this strange new world of social media. "They want to be in our club now. It's pretty cool."