Roo recently accepted the position of Portfolio Executive for Social Media at BBC Vision, which means he spends a lot of time thinking about the intersection between television and social media. Television has always acted as a talking point for people, but the conversation doesn't usually get as much attention as the content. Roo's job at the BBC is to develop and execute BBC Vision's strategy in relation to social media (including blogs, tagging, games, user generated content and third-party social media sites such as Flickr, YouTube, Facebook, Twitter, etc) as well as working with teams across the BBC to help shape various social media projects and initiatives.

Roo has been a long-term advocate of virtual worlds and other social software. Previously, as a Metaverse Evangelist based at IBM's Hursley Park laboratory, provided design and strategy for virtual worlds within IBM's intranet and championed the use of public virtual worlds by corporate employees.

He is rather tall, and maintains a personal blog at rooreynolds.com. Roo is married to an artist, who tries her hardest to keep him balanced.