Monthly Archives: February 2014



by Margaret Roth

The experiences of women working in EdTech are stories of community, inclusivity, visibility and impact. They are stories that are transforming the industry as we know it.

This year at SXSWedu, EdTechWomen has the honor of showcasing the stories of twelve exemplary women who are making the EdTech Ecosystem grow, change, and accelerate its impact on learners everywhere.

Each speaker will give a five minute Lightning Talk to share their story. Speakers are listed below with the title of their Lightning Talk and a brief biography. The session will be moderated by Margaret Roth, Chief Operating Officer of An Estuary and EdTechWomen Co-Founder. Please join us Monday, March 3 at 3:30PM – 5:30PM in the Hilton Austin Downtown Salon E.

For immediate release.

Heather Hiles :: What a Long Strange Trip It Has Been – My Unique Path to Pathbrite


Heather is the founder and CEO of Pathbrite, the world’s first Portfolio Learning Platform. Launched in 2012, Pathbrite’s portfolio platform is poised to reshape learning, teaching and assessment across the globe.

Prior to founding Pathbrite, Heather built a career in education, workforce development, and finance spanning nearly 25 years. Her leadership experience include: COO, Break-the-Cyle, Commissioner for the San Francisco Unified School District; ED of Silicon Valley Social Venture Fund (SV2); Co-Founder of EARN Asset Building Initiative; and CEO of SFWorks, a nonprofit that transitioned women from welfare into careers.  Heather received her B.A. from University of California at Berkeley in Economic Development and Ethnic Studies and MBA from Yale University.

Erica Gruen :: Is That The Sound of Glass Shattering?

Erica Gruen 9 low res.jpg

Erica is a former teacher and educational psychologist, working today on brand, content and business development strategies for the world’s largest media and entertainment companies and for the emerging start-ups that seek the same. She is a Technical Advisor to the Bill and Melinda Gates Foundation, a mentor in Socratic Labs, and an advisor to and investor in leading ed tech ventures.

An Emmy Award-winning TV producer and executive, as well as digital pioneer, Erica is known for masterminding one of television’s biggest brands as President/CEO of The Food Network/, staging a complete business and brand turnaround. Erica was digital when digital wasn’t cool: way back in 1994, she started one of Madison Avenue’s first digital advertising agencies, Saatchi Interactive.

Alina Vandenberghe :: The Future of Technology for the Pinch and Swipe Generation


Alina Vandenberghe is the Head of Mobile at Pearson where she is working on the digital classroom of the future. Before joining Pearson Alina worked at Bloomberg & Thomson Reuters where she launched award winning digital products, some keynoted by Steve Jobs at Apple events.

Alina loves the challenge of building products that can impact the lives of millions of users and leading teams made of diverse talents and personalities – designers, engineers, product managers, marketers, sales, architects – and never shy away from challenging deadlines. She spent the last eight years building web and mobile applications on a broad range of platform and technologies, from custom Java to Joomla and from Android to iPad both for enterprise and award winning consumer applications.

Luz Rivas :: A Holistic Approach to Developing Women and Girls’ Interest and Experience with Technology


Luz is the Founder and Executive Director of DIY Girls. DIY Girls inspires girls and women to explore engineering and technology. For the last 10 years, she has worked in STEM education. She has developed outreach programs focused on increasing underrepresented minorities in STEM fields at Caltech and most recently was a director at Iridescent where she worked on training programs for engineers interested in teaching kids.

She has presented at conferences such as American Society of Engineering Education and Engineers without Borders. Luz started her career at Motorola where she was an Electrical Design Engineer working on position and navigation systems for the automotive industry. She has a Bachelor of Science in Electrical Engineering from MIT and a Master’s in Technology in Education from the Harvard Graduate School of Education.

Gina Sipley :: Teachers Who Code: Igniting a New Era of Product Development


Gina Sipley has been recognized as a Teacher of the Future by the National Association of Independent Schools and an Emerging Leader by the National Council of Teachers of English Conference on English Leadership for her commitments to technology, social justice, and sustainability.

Merging her expertise in writing instruction and her growing Ruby-On-Rails skill set, she is the co-creator with Mercer Hall of Blazer, a writing app developed by teachers. Blazer recreates the intimacy of a writing conference and assists students with writing clear, logical, and dynamic prose. With a decade of experience in K-12 and Higher Education, she is a certified English, Social Studies, Math, and Science teacher who has developed and taught curriculum for a variety of public and private institutions.

Amy Burvall :: #DaretoShare


A Humanities teacher for 20 years in several of Oahu’s private schools, Amy is a leader in educational technology professional development programs. She is currently teaching Theory of Knowledge at Le Jardin Academy International Baccalaureate World School.

Her work in the History for Music Lovers project YouTube channel, which features history-based parody music videos with almost 10 million views, has appeared in Wired magazine, The Washington Post, The New Yorker, Honolulu Magazine, CBC, NPR, and international blogs and media. She was privileged to present at TEDxHonolulu 2011 and serve as co-curator for TEDxHonoluluED 2013. She has presented at Ignite Honolulu, The Association for Advanced Computing in Education, EdTechTeacher iPad Summit, and in Vancouver at the British Columbia Social Studies Teachers Association Conference. Amy has been an active participant-learner in several MOOCS (#etmooc, #edcmooc, and #teachtheweb), named a Webmaker Fellow by Mozilla, and is a firm believer in radical transparency, open ed, and remix culture.

Joan E. Hughes, Ph.D. :: How Mentorship Puts the ‘Ed’ in EdTech


Dr. Hughes is an Associate Professor of Learning Technologies at the University of Texas, Austin. Dr. Hughes’ research and teaching examines technology integration in teacher preparation programs and K-12 schools.

She studies how teachers and K-12 students use technologies in-and-outside the classroom for learning and how school leaders support classroom technology integration. Her current work examines content-based approaches to educational technology instruction and inquiry approaches to professional learning. She earned her Ph.D. in Educational Psychology at Michigan State University in 2000 and was an elementary and middle school computer teacher in Silicon Valley in the early 1990s.

Robin Stevens Payes :: Transmedia Storytelling: Learning through Narrative Engagement


Robin Stevens Payes, author and creator of the young adult time travel adventure Out of Time, writes often about health, research, science, and psychology for the National Institute on Drug Abuse (NIDA) award-winning Sara Bellum Blog and other NIDA and NIH publications on the neuroscience of addiction. She was founding editor-in-chief of LearnNow, the Web portal introducing parents and educators to the science of learning. She most recently wrote about empathy for the neuroscience research Dana Foundation Web site and for the Dana blog about teen learning about drug abuse via social media based on a case study about the Sara Bellum Blog published in February, 2013, in The Journal of Social Marketing.

Payes is founder and principal of WordsWork Communications, a social marketing firm applying cutting-edge communications to bring research to life.

Aoife Dempsey :: Customer Centric Product Development – An Approach for Building Successful Product in a Changing Market


Aoife has spent her whole career at the intersection of technology and education, having worked in Professional, Higher Education and K-12.

As the Chief Operating Officer of Triumph Learning, she is responsible for determining the digital strategy and developing new product. Her specialty has been identifying new opportunities using a customer co-development approach. Her team were recent recipients of a Bill and Melinda Gates Foundation Literacy grant for their “Get Waggle” product, a practice program launching in July focusing on Smart Practice for ELA and Math.  A native of Cork Ireland, Aoife is based in New York City.

Jodi Lis :: To Reinvent Yourself, You Have to Trust Yourself

jodi lis photo.jpg

Jodi works in the international development sector integrating, supporting and developing ways technology can transform and enhance in teaching and learning in places that are not always connected, don’t have electricity 24/7 and are at varying stages of accessing technology.  She is currently ICT for Development (ICT4D) Advisor at Jhpiego.  She has provided technical leadership to educational technology interventions in Africa including Kenya, Liberia and Zambia. Living in West Africa for 13 years, she managed a USAID-funded private sector development project, owned a tourist shop specializing in supporting locally created products and taught at an international school.  In The Gambia she directed an organization to promote the use of technology in education and worked with primary schools country-wide to develop technology programs.  She has a M.A. from the Fletcher School of Law and Diplomacy, Tufts University.

Jennifer Argüello :: Let the Flappy Bird Actually Fly


Jennifer is a Senior Special Projects Advisor who devises strategies with the Kapor Center to diversify Silicon Valley. She is a speaker and thought leader on women in technology and Latino(a)s in STEM with a mind for the geeky and a heart for social change.

For almost two decades she has been a leader in organizations focused on the advancement of women and minorities in STEM. She leads Latino2, the LATISM branch that focuses on empowering Latino(a) founders to build successful ventures to scale. Her work has resulted in much industry recognition, recently being named a 2013 Silicon Valley Latino 40 under 40 Latinos2Watch in Science and Technology, 2011 Femmeonomics Top 50 Women to Watch in Tech2010; and 2010 National Association of Professional Women: Professional Woman of the Year.

Beth Rabbitt :: Mobilizing Next Gen Support for Next Gen Teachers


Beth Rabbitt is a Partner at The Learning Accelerator. Beth has a decade of experience in education entrepreneurship, human capital, consulting, and finance. Her work at TLA focuses on human capital and helping districts build staff effectiveness to ensure blended learning transformation efforts are successful.

Beth was most recently the Director of Human Capital and Innovation at Touchstone Education, a blended learning charter management organization.  Prior to that, she worked for several years as an Associate Partner at the NewSchools Venture Fund, where she identified, supported, and helped to launch and scale innovative education ventures.

Margaret Roth :: Moderator and Ever “At The Helm” of EdTechWomen 


Margaret Roth is the Chief Operating Officer of An Estuary, a Baltimore based company that leverages mobile tech, data, and social collaboration in designing sustainable technologies built to support and enrich PD in the education field.

She is the former Director of Operations for the Office of Experiential Education at the Johns Hopkins University. She also acted as Director of Whitewater Kayaking and as the Leadership Development Coordinator where she designed and taught a variety of leadership courses on inter and intra-personal communication, facilitation, team building, and group management. Additionally, Margaret was on the launch team of the Digital Harbor Foundation. There she led the EdTechLink teacher professional development program and acted as coordinator of elementary and secondary student programming.

The Out of Time Backstory

Creating a Story Tweeting Adventure


I am a consultant in social marketing specializing in education and health. I am also parent to three great kids. I drove a lot of carpools back in the day and relished spying on the candid conversations playing out in the back of the car.

My passion is storytelling and, because moms are invisible, I relished jotting down the backseat banter. As my kids grew up, I marveled at how their language, ideas and attitudes transformed along with their bodies and brains. It was a complete anthropology lesson in teen social psychology that, as a mom, I found exasperating, but as a writer and science interpreter: priceless.

The result was a flight of fancy from childhood—out of time. I crafted a screenplay, Out of Time, whose protagonist, Charley, is a 13-year old middle school girl and self-styled Renaissance Genius, à la her Florentine Idol, Leonardo da Vinci. Through the marvels of her science fair invention, Leonardo’s plans for a time machine, Charley hurtles back 500 years to meet the Master and becomes stuck, a Washington Nationals Fan in the Duke di Medici’s Court.

Social media makes the element of storytelling more intriguing, so when a friend suggested I take my screenplay public, anticipated Hollywood agents and directors lining up to option the story notwithstanding, the idea of tweeting it and incorporating followers’ voices into the storyline seemed intriguing.

The result is @OutofTimeMovie, a new social experiment to encourage friends and followers on Twitter to interact and direct Charley M. & Friends on adventures through time.

We’ve set up a profile on Twitter where Charley has already begun narrating her tale.

Charley’s adventures with friends and frenemies in multiple “time zones” over half a millennium was seeded by a decade or so of those aforementioned carpool conversations. What happens next will grow out of your participation in the tweet-adventure.

Screenplay Storyline

A couple of too-smart teens get carried away while doing a school science fair project: constructing a time machine. Charley Morton and Billy Vincenzo’s detective work engineers a time machine using modern technology and science to create a working model–and then, are stunned when it works. Armed with nothing more than an iPad, cell phone, rigged up solar battery, Legobot pieces and sour gummy worms, Charley finds herself in a strange world where nothing follows the rules of life as she knows it.

In the process, this posse of 21st century teens learn more than they bargained for, jumping into a time of social, intellectual and religious ferment in contrast to their modern lives, and shocking early Renaissance sensibilities with their relaxed attitudes towards authority, religion, and women’s place in the world.

Charley finds herself continually censored for pursuing her passions—culinary, scientific, technological and musical (ranging from a search for the best spaghetti pomodoro (tomatoes not yet having made it to Florence from the New World-Columbus just circling),  to playing Words with Friends on her iPhone to playing violin with Lorenzo di Medici’s orchestra)—while Leonardo discovers a girl with learning far in advance of his own discoveries, but Charley is endangered by forces beyond her understanding, including the Dominican Friar Savonarola, originator of the famed bonfires of the vanities who deems Charley and her “magic-possessed” friends a threat to the minds, hearts and souls of the people of Florence.

Making it social: drop a Tweet

That’s the foundation; now we want you to get involved. Please follow along in the adventure or, better still, jump in and “Drop a Tweet”!

How? Simply tweet questions, replies, instructions or twists to their adventures to the characters (listed below). Or ask them to describe what they see, hear or smell along the way. Charley has already consulted a pediatrician who’s joined in the tweet chat (@jackmaypole) by asking him whether time travel might bring on motion sickness. Check out Dr. Jack’s response.

She’d love advice from technology mavens on how to stay connected to the present with her iPad or iPhone, since satellites obviously weren’t circling the planet in 1492 (in fact, Columbus was…barely).

And, teachers in every subject area from science to art to music could suggest a rubric for Charley and Billy’s science fair report, how discovery of the Higgs Boson has implications for time travel, whether Charley’s talent on the violin would match the abilities of a professional orchestra in Lorenzo di Medici’s court, or sharing historical context for Leonardo da Vinci’s role under the di Medici’s, or whether advance knowledge of the future (gravity, flying) might change da Vinci’s legacy.

I plan to post a series of short video updates (aka: serial story tweets) to recap the story for new followers, and as catch up for those who may have missed episodes.

Five simple story rules for driving Twitter action:

1.    Tweet as yourself; the characters will respond or change action if, and at the time, your direction fits into the narrative.

2.    Please use only these fictional characters to anchor the story. Will consider introducing a new character if it makes sense as the story develops

3.    Will work on developing only one storyline at a time (past, present or future) to have time to experience the scene, create a narrative line (setup-hook-inciting incident-plot point(s)-challenge-resolution). Will jump into new adventures after these criteria have been satisfied in the time/place involved.

4.    Strive for historical accuracy (please research the time period): consider actions, interactions and dialog suited to time place, and historically accurate figures.

5.    Appropriate use of technology (time travel and other) is encouraged.


Charley Morton, 13-year old girl, dreamer, violin player and self-styled modern day Renaissance genius who loves all things Italy and Leonardo da Vinci.

Billy Vincenzo, 13, Charley’s science fair partner, class “nerd”, crush on Charley.

Beth Jacobs, 13, social butterfly, smart but would rather be popular, Charley’s BFF (not!) and rival for Lex Campbell’s attention.

Lex Campbell, “hot” new guy at school, plays on baseball team and dreams of being recruited for major league team out of high school, major crush.

Kairos, 15-year old who appears mysteriously at Charley’s Dad’s office on Take Your Child to Work Day. He can travel across time to show up anywhere, any time. Origins unknown. In 1492, he is Leonardo’s apprentice, and sits to model for his art.

Elisabetta, 13-year old in 1492 Florence. Works in di Medici palace and takes the impetuous Charley under her wing to protect from palace intrigue.

Gwen Morton, Charley’s mom, concert violinist with National Symphony Orchestra and music teacher.

Jerry Morton, Charley’s dad, contractor for Homeland Security, and clueless about teenage girls.

Mrs. Schreiber, science teacher at Da Vinci Middle School

Leonardo da Vinci, Renaissance genius, needs no further introduction.

Lorenzo di Medici, Duke of the Republic of Florence and part of the powerful family that includes Popes, Bishops, arts patrons, military innovators and enlightened citizen-politicians

Giralamo Savonarola, Dominican friar, preacher, and self-ordained prophet. Originated the bonfire of the vanities to burn as “sin” all art, wealth, books and religious tracts. Repeatedly denounced Lorenzo’s “despotic” rule and pursues any sign of “idolatry” or “witchery”.

Settings: Home/School, the present

Takoma Park, Maryland – Suburban Washington, D.C., Da Vinci Middle School, Takoma Park Public Library

Renaissance Italy, 1492, Carnival time

A rural field outside Florence, Italy, di Medici Palace, Pitti Palace and Piazza Signoria, the central square of Florence

Here’s some of what’s happening on Twitter:

Tomatillo convo 2014-01-27 at 2.13.56 PM


When Words Count

Baby there's snow outside - When Words Count

37,166. That’s how many words Word tells me I have written, sweated over, researched and edited so far writing Out of Time. My guess–I’m a little about one-third of the way through the storytelling.

I choose the words carefully, inspired by some master storytellers: Mark Twain for time travel, humor and social satire (A Connecticut Yankee in King Arthur’s Court)…Irving Stone for describing the artistic process and the life of the artist, Michelangelo, his life and times, so artfully (The Agony and the Ecstasy)…Tom Wolfe for a more modern-day take on that anti-Medici sport known, then and now, as The Bonfire of the Vanities…Suzanne Collins for authentic young adult fantasy (The Hunger Games)…Madeleine L’Engle for science fiction and beautiful language.

I don’t dare place myself in their lofty company; these are aspirational peers.

Daring to reach so high is daunting–a mission I couldn’t possibly accomplish without support and encouragement.

When Words Count then becomes more than a number. Whether the story can (and should) be told in 5,000 words or 50,000 is not a matter of quantity, but quality. And it takes a village.


SO…I’ve come to a writers retreat center in Vermont during the Blizzard of 2014 for a shot of confidence. It is fittingly called When Words Count Retreat.

Its proprietors, Steve Eisner and Jon Reisfeld, might be considered the modern-day equivalent of patrons for writers–the di Medici’s of our day–with a bit of a commercial twist.

Steve and Jon have started a writers competition culminating in a Pitch Week at their retreat in September. Phase 1 is a boot camp and one-on-one coaching sessions, preparation for Pitch Week and the luxury of time, unstructured and uninterrupted, to write. The Grand Prize: a book contract with a New York publisher, an agent and a publicist. Runners up (6 out of 25 finalists in the latest go-round) get exposure with senior decision-makers in New York’s publishing pantheon.

I am here for Pitch Week prep. What better place to be snuggled up to Charley, Leonardo and friends both real and fictional, with snow swirling outside: no place to go. No phones to answer. No distractions. Someone else to cook, clean and take care of everything. Inspiration from Emily Dickinson, Mark Twain, Arthur Miller, Ralph Ellison, Pappa Hemingway, F. Scott Fitzgerald, Gertrude Stein, Virginia Woolf, and other muses of American fiction whose works, artifacts and images grace the walls and pantries of the retreat center’s thoughtfully furnished rooms, library and salons.

This weekend, I am inhabiting Emily Dickinson.

When Words Count Retreat

Emily Dickinson Room

For now, with snow drifts deeper than four feet embanking this restored farm house, there is no better place to be than in front of the fire, fresh coffee replenished throughout the day, in the company of writers, writing. We’re all sharing our stories.

This is When Words Count.

How to Tweet a Story with Charley M. and Me

In presenting at last weekend’s amazing CO14 MOOC (for Connecting Educators Online 14) about my multiplatform storytelling for learning project, I was asked by several people to explain how tweet storytelling works.

I must admit this from the outset: I have no idea. Why? ‘Coz this is such a new form of interactive storytelling that no other author, to my knowledge, is yet treating #TwitterFiction as a crowd-sourced form of storytelling (btw, thanks @magicandrew, for coming up with the idea).

Still, when it comes to @OutofTimeMovie as an social media story, I do know I can’t make it happen without YOU!

What I can tell you for sure is this: Charley Morton, the 13-year-old heroine of this emerging time travel adventure story, Out of Time, fancies herself to be a modern-day Renaissance genius like her Florentine idol, Leonardo da Vinci. She’s busy constructing what she suspects were Leo’s designs for a time machine, only da Vinci had neither the science nor the technology to build it.

Charley abroadBut Charley does. She and her friend Billy are undertaking the project for the Middle School Science Fair, and they’re running into problems that perhaps you can help them solve. Charley’s tweeting about the snafus, among other things. And she would be tweeting much more if it weren’t for homework and her mom making her practice her violin, ALL THE TIME. (Something about 10,000 hours! Really. Check out that magic number 10,000 to see why some grownups think it’s so important.)

So Charley is very curious, and loves learning. Just about anything you might want to talk about/ask her about her time machine project/her friends/ambitions/or her not so satisfying middle school social life is fair game.

She’s busy tweeting about life. And a bunch of folks have been tweeting back, like @drkent, talking about how time travel can be musical!


So really, in these tweep conversations, sky’s the limit. What would you like to know about building a time machine or planning to meet all the superheroes of history? After all, that’s Charley’s goal.

To start things off, here are the top 10 questions about Charley and her obsession with time travel:

  1. Where in the history of the Universe, does Charley think she’s gonna start this adventure, and why?
  2. What’s up with her Science Fair partner, class geek Billy Vincenzo?
  3. Who is Kairos and why’s he got such a weird name?
  4. What’s her deal with spaghetti pomodoro?
  5. What’s Charley’s least favorite thing about herself?
  6. Who are her friends, and what do they think of her mad scheme?
  7. What if she meets Leonardo da Vinci–what then?
  8. Does she really practice her violin 10,000 hours, or is that just something she says to get her mom to stop asking her?
  9. What’s she gonna wear for time travel?
  10. Renaissance history: who cares!

Suggest sights you’d like Charley to visit–in Renaissance Florence for starters. Like, her friend Lex, the hottie and baseball star of her middle school, threw out:

“Hey Charley, if you get to Italy on this mad voyage, check out the Mona Lisa and see if she’s really smiling.”

Only problem: the Mona Lisa is in the Louvre Museum in Paris, not Florence. The French King François I, a patron of Leonardo’s, supposedly appropriated it for France a long time ago. Still, Charley does bring up Mona (or La Giaconda, as she is more formally known) with Leonardo–spoiler alert–when they finally do meet up.

Interested in what old Leo had to say about that? Tweet us.

And a few things Charley would love to hear about from you:

  1. Where would you go in time if you could travel anywhere you wanted?
  2. Do you like to read or see movies with science fiction and fantasy themes?
  3. What are your favorite things to do and learn about?
  4. Do you and your BFF ever fight? How does that usually work out in the end?
  5. Do you tweet? Would you like to join the @OutofTimeMovie tweet storytelling team? Find details here:

Any questions for us? We’d love to hear from you. Write us in the comments about any of this stuff. Or follow @outoftimemovie and tweet us and join in the adventure!

Time Traveler Color

What Can Teens Learn through Story? What Can You?


To begin to answer that question, I’m leading a class called “Expanding Learning via Interactive Online Storytelling, Out of Time” as part of an online learning series called Connecting Online 14 (CO14), coming up this Saturday, Feb. 8, at 4 p.m. ET. And frankly, I need your help. Because this whole idea–that the characters, plot and themes of a story could make learning more engaging, especially when YOU can help control the action–is a dramatically different approach to learning.

I call it “learning through interactive engagement in story.” And I’m looking for your advice in how to bring this to life, to the classroom, and to the world. So, by attending this online class, I’m hoping you’ll become as passionate as I am at the possibility to make learning through story a rich, resonant and engaging experience. And help me turn this experiment into a reality.

What is Interactive Storytelling Out of Time? Out of time is a young adult time-travel adventure told across multiple platforms: novel, screenplay, Web, and Twitter.

What’s it about? A modern teen’s ambition to hack time travel, meet her Renaissance idol Leonardo da Vinci and return to today to win the middle school science fair, Charley Morton is determined to learn life’s lessons from the superheroes of history.

Story Sets the Stage in Developing Minds for Interactive Learning, Enhancing Memory. This transmedia, interactive storytelling adventure is taking disruptive learning to a new level by allowing contemporary teens to construct a world and learn from experts through the eyes of strong and compelling characters from Out of Time ( Flipped learning, social learning and storytelling can map to a new level beyond STEM, to promote learning MASTERY.

The formula?      formula

Join Our Online MOOC this Saturday. Learn how to integrate story into learning through interactive media.

What:    Expanding Learning via Interactive Online Storytelling “Out of Time”

When:    Saturday, February 8, 2014, 4 p.m. ET, for Connected Online 14 (CO14)

Where:   Online at WizIQ

Who:     Teachers, teens and YOU!

About. Author and creator Robin Stevens Payes envisions expanding the serial storytelling adventure across media–from screenplay to novel, social media to Web. She envisions building out an educational platform that uses the story as a jumping-off point to tackle learning from the physics of time travel to the history of the Renaissance.

Participants in the class will gain additional insights into how to engage in the interactive storytelling experiment through social media.