Dealer Strategies: How To Newsjack

If you’re active in social media, then you’ve likely employed a strategy content marketing strategists call newsjacking. If you follow our Facebook page, then you’ve seen our “Caught on Camera” posts that show video footage of actual crimes taking place and reported in the news. In most cases, these posts show our products in action, most often capturing burglaries or abuse. This is the most basic form of newsjacking.

The term newsjacking refers to the process of attaching your brand, ideas or angles into breaking news, in real-time, in order to generate media coverage and engagement among your customers and prospects. In simpler terms: finding digital angles to major news events. The concept, when correctly executed, may also be employed in email marketing and may be reinforced with a clear call-to-action on your website.

The benefits of newsjacking include boosting SEO, engaging readers with timely commentary, sharing a new angle on a timely topic, and positioning yourself as a thought leader in your industry.

 

Whether you’re already doing this, or looking for new ways to reach potential customers, it’s important to note that you walk a fine line when you newsjack. This is especially true in our industry when readers might view it as fear-mongering or taking advantage of tragic news stories, so we urge you to be sensitive and use sound judgment. 

Before sharing a few tips, we thought we’d share a few examples of newsjacking done right – and wrong:

First, the Good

Police Newsjacking – Urgent Genius’ Jon Burkhart shares his thoughts on the Seattle Police Department’s use of “planned spontaneity” when they handed out Doritos at Hempfest with a sticker attached advising Hempfesters of the do’s and don’ts of the new marijuana laws. “Operation Orange Fingers” attracted global news coverage.

And one of the most famous examples to date of timely newsjacking is when Oreo Cookie used the Superbowl power outage to cleverly capitalize on the event with their Twitter post.

Then, the Bad and the Ugly

Newsjacks in poor taste include Kenneth Cole who Tweeted during the Arab Spring uprising in Egypt: "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online... -KC.", and Kentucky Fried Chicken in Thailand who posted a Facebook update after an earthquake stating “Let’s hurry home and follow the earthquake news. And don’t forget to order your favorite KFC menu.’”

Stay One Of The Good Guys

So, when you see a story in the news that you think you might be able to leverage, we encourage you to review the following tips courtesy of Content Marketing Institute’s “Newsjacking: 6 Tips to Help Your Branded Content Use the News.”

• Stay tuned: You have to know what’s going on in the world if you want to newsjack. It’s crucial to plug in. 
• Be very discerning: A military coup, the death of a celebrity, a natural disaster — these are not events of which you should take advantage. 
• Act fast: To get the most traction; hop on news as soon as you can. 
• Make a natural connection 
• Take a constructive angle especially in the case of a disaster or tragedy. 

Sources: Content Marketing Institute’s “Newsjacking: 6 Tips to Help Your Branded Content Use the News.” For the complete post, visit: http://contentmarketinginstitute.com/2013/01/help-branded-content-use-news/