In the wake of the ALS Ice Bucket Challenge, General Manager of Digimind Singapore, Stephen Dale, was invited to speak with Channel NewsAsia about viral campaign strategies of charitable organizations and businesses. This was his third appearance on Channel NewsAsia providing insights about trends in social media.
https://www.youtube.com/watch?v=gAfG7Jk8-N8&feature=youtu.be
Although much of the buzz surrounding the Ice Bucket Challenge took place on Facebook and Twitter, Stephen stresses the important role traditional media has on digital campaigns. News websites have a far larger readership than most Twitter or Facebook accounts, so once an event gets picked up by the news, the awareness increases significantly.