You know what happens when news becomes NEWS. People talk about it. Then they share. “Watch this” they quickly post and soon, everyone has an opinion. It’s pretty powerful when news goes viral or when a news story gets picked up – almost as if it takes a life of its own. Web traffic spikes and someone, somewhere is getting their 15 minutes of fame.
Big and little brands would do just about anything for the opportunity to be in front of so many viewers/eyeballs/prospects. Who wouldn’t want traffic like that to their website? Not to inform of course, but to promote their products or services (aka sell).
So, what’s a business — small or large — to do?
I’m sure you’ve seen it and bet you have your own thoughts. You either hate it or love it. Opinions are divided, and often it’s about the subject material.
Here’s a recent article on newsjacking that’s more positive than negative, which is a nice change from what I’ve been reading lately.
In How To Boost Your Content Creation Strategy With Newsjacking, author Amanda Webb of Agora Pulse describes one major benefit of newsjacking:
“Newsjacking is a gift to content marketers. Events and news can give us the trigger we need to create good interesting, on topic content.”
She goes on to list 10 examples of recent newsjacking that you’ll definitely want to check out.
Next up is ‘Newsjacking Gone Wrong’ by SpinSucks. It’s a ‘caution up ahead’ article by Gina Dietrich and provides links to newsjacking which in fact, has gone wrong. Gina quotes the ‘daddy of newsjacking’, Meerman Scott by going over his four rules.
Meerman Scott’s four simple rules (of newsjacking):
- Be dignified and statesmanlike.
- Be upbeat and positive, never mean or vindictive.
- Write articulate text in full sentences, without chatty slang, industry jargon, corporate gobbledgook or social media shorthand.
- Don’t get too cute or clever—especially where human suffering is involved.
Last but not least, here’s one more direct link to an article with three additional (not so well thought out) examples. 3 Newsjacking Fails That’ll Make You Facepalm
Use these to understand what went wrong and why audiences became so upset. Use this to set your own standard and ‘rules’ for newsjacking if you decide to use this technique for content creation.
Just remember to be ‘tasteful, on time, different and relevant’.