So today they found a 20 foot piece of the space shuttle challenger on the bottom of the ocean. It exploded on takeoff in the 1980’s when it blasted off from its launchpad in Florida. Of course this make all the news outlets. I just saw a post on the Robin Meade morning show on Facebook. They have 1.1 million fans.
I have a video of a space shuttle landing on a 747 at JFK airport that has like 75k views. I commented on their facebook past and posted a link to the video.
You can see it here How many of their 1.1 viewers will see it I do not know but it took me 3 minutes to find my video on youtube and post it. Any views will help the YouTube algorithm put my video in front of users again.
What is Newsjacking?
Newsjacking is the art of capitalizing on trending news stories to insert your brand or message into the conversation. By reacting to current events in real time, you can align your business with relevant topics that people are already interested in. The idea is to piggyback off the widespread attention surrounding a particular news story and position your brand in front of an audience that is already paying attention.
How Does Newsjacking Work?
To effectively newsjack, timing is critical. You need to stay alert to emerging news and respond quickly, ideally within hours of the news breaking. It’s about getting your message out while the topic is still trending and relevant. You can do this through blog posts, social media updates, newsletters, or even ads that align with the breaking news.
Here’s a quick breakdown of how to execute a successful newsjacking campaign:
- Monitor Trending News: Keep an eye on news sources, Twitter trends, and Google News to spot stories that are gaining traction.
- Act Quickly: Once a news story breaks, create content that ties your brand or product to the story as soon as possible.
- Stay Relevant: Ensure the connection between your business and the news story is logical and adds value to the conversation.
- Leverage Social Media: Use platforms like Twitter, Instagram, and Facebook to spread your message quickly. Hashtags and trending topics can help your content get discovered.
Examples of Newsjacking Success
Brands that have successfully used newsjacking often see increased visibility and engagement. A notable example is Oreo’s famous tweet during the 2013 Super Bowl blackout: “You can still dunk in the dark.” This timely tweet became viral and highlighted the power of quick, clever newsjacking.
Another example is Airbnb’s response to a 2017 travel ban by offering free housing to refugees affected by the order. By aligning with a socially relevant issue, they showcased their brand values while addressing the trending news topic.
Tips for Effective Newsjacking
- Be Authentic: Don’t force a connection if it doesn’t fit. Trying to link irrelevant events to your business can backfire and damage your credibility.
- Stay Sensitive: Some news topics, like tragedies or natural disasters, should be handled delicately or avoided entirely.
- Have a Plan: Prepare ahead by having a process for quickly creating and approving content when news breaks.
- Use Tools: Social media monitoring tools like Google Alerts, BuzzSumo, and Hootsuite can help you track relevant stories.