Recently, we were asked whether activity via social media can drive media coverage. The answer is a resounding yes. While it is important to realize that not all social media activity will drive media coverage, there are times when it makes sense to bolster a viral campaign vis-à-vis traditional media.

There are many ways social media can drive or influence media coverage. A reporter working on a story may become aware of a company that can contribute to that article, or a producer may see a post from a company and determine there is a story worth pursuing.

Social media provides another way for organizations and individuals to develop a thought-leadership platform. Sometimes activity conducted via social media breaks as a viral phenomenon and becomes newsworthy. Consider the United Airlines Breaks Guitars video or the Domino’s Pizza video fiasco. However, with both of these examples the activity created negative impressions and was not driven by companies.

This past week one company, Proctor & Gamble, demonstrated how orchestrated social media activity via YouTube, Twitter and Facebook, was able to drive media coverage for its brand, Old Spice.

To promote a recent new ad campaign, Old Spice worked with Wieden & Kennedy to develop 185 short videos of the Old Spice Man, actor Isaiah Mustafa, responding to questions that had been posed to him via Facebook and Twitter.

Mr. Mustafa, wrapped in a towel, responded to questions from actors including Alyssa Milano (click here to see follow-up videos to Alyssa: video 2, video 3 & video 4) and Demi Moore as well as Ellen DeGeneres, George Stephanopoulos, and many others.

On Thurs., July 15, The New York Times detailed the initial results sharing that over three days the “videos drew more than 5.2 million views on YouTube, where the Old Spice channel was the most viewed on Tuesday, while the brand’s Twitter followers grew to 48,000, from 3,000.” Old Spice was a trending topic on Twitter driving users to check out the videos.

This overwhelming response drove coverage in more than 500 media outlets including The Los Angeles Times, Good Morning America, CBS News, the Christian Science Monitor, Huffington Post, MTV.com, Globe and Mail, USA Today and TIME.

Clearly, what companies do via social media can drive media coverage. So the next time you have a clever viral campaign, don’t forget to publicize it with traditional media.