Is Beluga Facebook's Social Savior?

For a company which is known as the leader of social media, it’s incredible how little Facebook has been used by attendees of the annual South by Southwest (SXSW) conference in order to socialize. Instead, group texting via Beluga and check-ins served as the primary communication utilities for this early adopter crowd.

For those attendees who were looking for a breakout performance of a single application, it appeared that most got drowned out in the noise of the event.