online space

After Colin Powell endorsed Senator Barack Obama for president on NBC's "Meet the Press" last month, the video was published online within minutes. In this case, it wasn't posted on YouTube. Rather, the network's online sister, MSNBC.com, showed the video hours before many television viewers could watch the interview for themselves.

Even the old media, apparently, can learn a few new-media tricks.

You might wonder what types of conversational and social media to engage in online. The answer is probably more than just one type. In traditional media, it’s been shown that marketing messages delivered across multiple overlapping media (for example, television and print) are often more effective than those delivered through one channel - even if the reach and frequency in that one channel is optimized.
Consider extending this offline marketing campaign notion to the online space by creating “distributed branding”.