What in the world is newsjacking? David Meerman Scott defines newsjacking as:
“The process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.”
In a keynote speech from Mr. Scott, he tells a story of the Oakley sunglass company giving the trapped Chilean miners each a pair of sunglasses. The result was a whole lot of CSR & publicity…. oh and a projected $41 million in equivalent advertisement time.
As account manager at Upright Communications, I have been given the responsibility as social media manager for several accounts. One account, in particularly, was given an opportunity to experience newsjacking. In the location of the company, there was a news story shared on Twitter about a man whose tires and wheels were stolen off of his car. The trend of stealing tires and wheels has been a noticeable trend in the area. After clearance from proper management, the company extended a special discount to get the man back on the road again.
The entire newjacking process was such a rush and exciting!
The victim and his family has vowed to be a customer and sincerely appreciated the special offer. Although, the coverage did not hit the media, we did inject our ideas into breaking news, in a real-time order and it was exposed on Twitter.
Check out the Tweet from David Meerman Scott 🙂
Until next time,