Whether or not you are a soccer/football fan, if you are a marketer, you need to be paying attention to the World Cup. One of the best ways to keep followers engaged and help people discover your content is to join the conversation about something that’s trending on social media – and boy, does the World Cup qualify.

You will certainly see increased engagement by tagging World Cup-related content on Facebook, Twitter, Google+, and wherever else you post. But if you want to really increase your chances of having something go viral, you need to get creative.

That’s where the concept of ‘newsjacking’ comes in. The term, coined by author David Meerman Scott, is defined by Hubspot as “the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success.” One of the most famous examples of a creative newsjacking is Oreo’s quick turnaround of social posts inspired by the 2013 Super Bowl blackout.

By moving quickly to leverage the captive social media audience waiting for the game to come back on, Oreo scored 10,000 retweets in the space of an hour (AdAge). With that in mind, it seems well worth it to dedicate at least one member of your team to keep an eye out for World Cup happenings that could be quickly turned into social posts. If you don’t have a design team on call, Pagemodo Post Designer is a great way to turn out a great design in real time.

And just how high are the stakes here? Check out these beautifully illustrated stats from Twitter:

Feeling overwhelmed by the idea of keeping up with the World Cup? Start small. Take a look at the FIFA schedule of World Cup matches, and then schedule general “ready for the big game!” posts and tweets with the relevant team names hashtagged (#GHAvUSA). While this is a bare minimum approach, at least you’ll be taking part in the conversation regularly. If you want to schedule posts all in one place so you can track your analytics, try Pagemodo Posts.

However you participate, happy 2014 World Cup everybody!

About the Author: Sarah Matista is the product marketing manager and resident blogger for Pagemodo. Loves social media, branding, whales. Get more from Sarah on Pagemodo’s Blog and Google+.

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