BobGrutersBob Gruters, who leads Facebook’s client partnerships for restaurants, entertainment and multicultural, is also a veteran of the annual South by Southwest gathering in Austin, Texas, and he shared some tips for attendees of this year’s event, which runs through Sunday.

Gruters wrote in a Facebook for Business post:

SXSW is about connecting with people — hearing from innovators, connecting with partners and hanging out with clients. But the best part is that SXSW doesn’t feel like a conference. It’s a carnival! People let their guards down, so the experiences at South by are always the most memorable. It’s a great place to meet people, find new bands to listen to and get excited about the things people are inventing. SXSW is like Burning Man with 4G and business cards.

Of course, I’m most excited for Facebook’s entertainment VIP cocktail party! I’d also love to make it to the SXSW Interactive Innovation Awards, because I love seeing our industry evolve. And I’m obviously interested in catching Universal’s Unfriended screening. It will be interesting to hear how people respond to the Internet playing the villain in that movie.

Anything that happens at the Fader Fort is interesting and fun. They really get SXSW, and even though they live on SXSW’s fringes, everybody heads there and waits on lines for their experience. I designed a custom pair of killer Converse there last year. This year they’re streaming the first-ever concert in 4K.

Readers: Are any of you in Austin this week?