with new eyes and to see this image that depicts somebody who is suffering domestic violence has the power to really reach people that otherwise wouldn't take notice of this message. and we would certainly encourage people to take advice to seek help if they're suffering domestic violence. >> reporter: the salvation army was not the only organization trying to capitalize on the buzz. others jumped in with varying success. digital media experts say companies should involve themselves in thesiane ianonline conversation and need to be quick on the mark. >> the companies set up to respond in social media are going to be the more successful ones. it's about having people that understands the medium the internet. and really understands the tone and the voice and the language of it. and then it's about having a great idea. >> reporter: a powerful message. and a clever idea. old-fashioned ingredients that are still vital in the new media