Eve Critchley, Mind's head of digital, says social media can help anxiety suffers feel less isolated.
In such a climate, local media can help to save lives.
The agency will also be looking into other areas where social media can help public bodies in similar ways.
Traditional media can help verify and amplify stories breaking on these platforms so they reach those offline.
New media can help previously excluded people tell their own, unspun stories and comment on simplistic reporting about them elsewhere.
At the same time, we hope social media can help us become more sociable as an organisation.
Books, film and newer forms of media can help, but there is no substitute for the real thing.
"Social media can help people who feel isolated, or have mental-health problems, speak to others who share their experience," Challis says.
Using social media can help marketers "reach out to a younger demographic in a more interesting and dynamic way," said Julie Levinthal, who is the program lead for this Tupperware Brands initiative at Maloney & Fox.
The Pontiff used his annual message for the Catholic church's World Day of Communications to advise that while new media can help families communicate, it can also hinder communication too.
Although new media can help build big TV audiences for events like the Super Bowl, it also tends to make people treat those events as fodder for digital chatter.
