Jumping on a Trend Can Make or Break You in a Big Way
Newsjacking can supercharge your brand. It can also backfire spectacularly unless you jump aboard trending topics in a way that reflects well on you.
James L Katzaman
Bold players bet on high risks for great rewards on trending news
Newsjacking can supercharge your brand. It can also backfire spectacularly unless you jump aboard trending topics in a way that reflects well on you.
Even veteran social media managers tread lightly as they ride out the waves while everyone watches.
Azad Yakatally sees newsjacking in the best possible light.
A social media and digital communications strategist, Yakatally works at Attentive, a personalized text messaging platform for innovative brands. He was previously at Consumer Reports as their community manager.
“I’ve worked in social media for over a decade,” Yakatally said. “I also have a podcast where I discuss the challenges social media managers face throughout their career.”
One of those challenges is getting familiar with newsjacking and putting it to good use. Yakatally and digital marketing expert Madalyn Sklar shared insights on how newsjacking can supercharge your brand.
“Newsjacking is leveraging a news story or trending topic to increase your reach,” Yakatally said. “Sometimes it’s as simple as participating in a trending meme. In others, it’s interjecting your brand or product into a conversation or developing news story.
“When done correctly, it can be a very effective way to introduce your brand to new audiences,” he said.
Sklar goes for the simplest terms.
“Newsjacking is when you get involved in a breaking news story by sharing your own commentary on the topic,” she said.
Snowball Effect
Newsjacking can help brands expand from local to global.
“Trending topics can snowball from hyper localized to international news really quickly on social media,” Yakatally said. “Newsjacking early helps you establish your take from the onset. If it’s relatable or poignant, it will result in tons of engagement.
“Often, news publications repurpose tweets about a topic in their articles, broadening your audience once again,” he said. “Newsjacking can also introduce your brand to new audiences. It’s a way to break out of our niches and speak to the masses.”
The tactic is simple yet potent.
“Newsjacking is a powerful way to get noticed,” Sklar said. “Others will see you adding your insights on a topic and may feel called to share your posts or engage in conversation with you.”
Certain platforms work best for newsjacking.
“News breaks on Twitter, so it’s the best platform for newsjacking by default,” Yakatally said. “The immediacy of the platform incubates fast reactions. Effective newsjacking is done quickly.”
Sklar noted that 69 percent of U.S. adult Twitter users turn to the platform as a way to stay updated with the latest news.
“The hack to being good at social media is actively consuming social media,” Yakatally said. “This especially rings true when we’re talking about newsjacking.
“Pay attention to trending topics,” he said. “See what memes are starting to trend in niche communities.”
Candidates for newsjacking can pop up at any time.
“Social media never sleeps,” Yakatally said. “That will bleed into the daily life of a social media professional.”
Snooze and Lose
Good newsjackers cannot afford to be behind breaking news
“Newsletters and daily digests help, but you’re late to the game when another publication has delivered it to your inbox,” Yakatally said.
In these instances, social listening takes on utmost importance.
“Pay attention to trending topics so you can see what others around the globe are talking about,” Sklar said. “You can also create Twitter lists of your favorite news sources to keep track of any hot topics they’re discussing.”
Rather than being carefree, missteps amid newsjacking can hurt a brand’s reputation.
“This is where emotional intelligence comes into play,” Yakatally said, suggesting that marketers ask these questions:
- Does this topic marginalize a community?
- Is it punching down?
- What are the risks of commenting here?
“The best thing about social media is that something else is happening at all times,” Yakatally said. “There’ll be another story or trend or meme you can participate in. Don’t put your brand at risk for likes.”
By all means, resist the urge for self-promotion.
“Newsjacking isn’t the time to pitch your offer with a call to action,” Sklar said. “Instead, focus on adding value and starting conversations through the commentary you add.”
Before trying newsjacking, have a good plan.
“Remember that it’s OK to pass on a trend or story,” Yakatally said. “Your brand doesn’t need to have an opinion on everything.
“For most brands, newsjacking shouldn’t be part of their strategy,” he said. “Use it sparingly so it’ll be more effective.”
Win From the Start
Most effective results depend on initial inputs.
“Always provide value, whether it’s informative or entertainment,” Yakatally said. “Don’t participate just to participate.”
No matter what, stick to the high road.
“Always keep things positive,” Sklar said. “Remember to add value in a way that will enhance the news story overall. You don’t want to go off topic by talking about something unrelated.”
Several newsjacking attempts have gone quite well.
“My favorite newsjack was when the geniuses at Aviation American Gin jumped on the bad press Peloton received on their holiday ad and turned around a gem in like 48 hours,” Yakatally said.
Sklar favored a newsjack that made a point to stay on track.
“One that featured Amtrak got a lot of attention,” she said “I was so intrigued by it. I got a kick out of the replies, especially by such big brands.”
To learn more about newsjacking, Sklar is a fan of author and marketer David Meerman Scott.
“He has a great resource on newsjacking that’s worth checking out,” she said.
Yakatally looks broader and close by.
“The most valuable place to learn more about all tactics is from other marketers,” he said. “Twitter chats drive conversation and introduce me to different approaches for social media.”
About The Author
Jim Katzaman is a manager at Largo Financial Services and worked in public affairs for the Air Force and federal government. You can connect with him on Twitter, Facebook and LinkedIn.
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James L Katzaman
Jim Katzaman is a charter member of the Tealfeed Creators' program, focusing on marketing and its benefits for companies and consumers. Connect with him on Twitter, Facebook and LinkedIn as well as subscribing here on Tealfeed.
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