Steve Rubel at Micro Persuasion offers a model for thinking about how to use both old and new media together for maximum advantage:
The Magic “T” of Marketing is really simple to understand and use. Basically you leverage the mainstream media world for what it’s best for – big reach. And you use new media to develop a deep level of engagement by conversing with a very narrow slice of your audience. This taps into two big marketing needs – reach and engagement.
An astute commenter noted that the “T” should ideally turn into an “I” because by reaching deep to evangelists, they will spread the word at the bottom to their own constituencies.
But don’t forget that, just as important as having people hear your message, is making sure that the message itself is effective. If the message that’s spreading is ineffective in bringing about the desired behavior — or worse, negative — the Magic “T” is not going to help you.
Nedra helps nonprofits and public agencies create positive change on health and social issues through social marketing and transmedia storytelling strategies at Weinreich Communications since founding the company in 1995. She helps organizations make a difference for the populations they serve by strategically designing programs that draw on state-of-the-art behavior change techniques, digital media approaches and the power of stories. 
