Nice piece in the Boston Globe about the search for a runaway child. It makes the point that the parents used social media cleverly, and hence new media was key to success. But they didn’t succeed until the story hit TV (old media) and then a whistleblower called the cops (old fashioned source).
In fact this is interesting I think precisely because the three techniques all worked together. The parents have produced a guide to using social media to find runaways and set up a nonprofit, “Find Your Missing Child,” which seems like a great idea. Its interesting to compare also with the old technique of putting ads on milk cartons. Anyone know if there are any data on relative success rates? What works? Any evidence?