The internet – social media in particular – is a never-ending source of wonderful new words. Today’s blog post is brought to you by the term Newsjacking, coined by author David Meerman Scott. In a blog post, Hubspot defines this as “the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success.”
For maximum impact, Newsjacking must be done early and quickly. This requires two things: fearlessness and agility. In other words, you must have the ability to create content on the fly, and the guts to send it out immediately.
In the marketing and advertising industries, we have a tendency to sit on things. We like to brainstorm, review, revise, have a meeting or two, and then release the finished product. In today’s fast-paced social media world, this process is just not sustainable. If you want to get all those clicks, shares, likes, comments, and re-tweets, you have to get your content out there while a story is still growing.
We discussed how agility can lead to brilliant marketing moments recently in a post about Oreo’s winning Super Bowl tweet. More examples of this practice were cropping up left and right during Sunday’s Academy Awards. So much so that they inspired a hashtag of their own – #OscarsRTM (Real Time Marketing). See a great compilation from Hubspot here. Without agile marketing teams who were able to create content on the fly and make decisions quickly, these tweets wouldn’t have been possible. Take this great Vine from Lean Cuisine, reacting to the trend of short hair at the show:
So that takes care of the agility part – now how about the guts component? Any time you commit to a decision quickly and then put the product out on the internet, you’re asking for criticism. It’s a gamble that sometimes pays dividends, and sometimes falls flat. This Oscar tweet from Adam Kmiec, Campbell Soup’s global director of digital and social (Adweek) pretty much sums it up:
What did you think of the real time marketing and/or newsjacking that took place on Sunday night? Any big winners or losers that stood out to you?