What is Newsjacking?
Newsjacking is a term that refers to using topics that are in the news right now (the emphasis being on right now) in your social media updates and blog posts in order to make them more interesting to a larger audience.
The poster child for successful newsjacking was a tweet from Oreo during the 2013 Superbowl when there was a power outage. The tweet was “You can still dunk in the dark”.
Chris Kerns, a data scientist did an analysis of the tweets of 106 brands to determine if newsjacking works, and concluded that yes, it does.
The measure of success was the number of retweets per follower. Tweets that took advantage of newsjacking experienced 1,200% more retweets than tweets that did not.
We, of course, don’t have the next bit of data which tells us if doing these retweets result in more sales. We do know minimally they do result in greater exposure.
With Inbound Marketing (Blogging), We Call These Timely Posts
If the word is obsessed with an idea, at least for a few days, and your website is being crawled by Google every hour or so (if you use WordPress install the plugin Googlebot Bling to find out), then a post you publish now will be indexed by Google in a few hours, and start showing up in search results right after being indexed.
Although this leaves you on the trailing edge of these timely events, websites that are visited more tend to rank higher (doesn’t seem fair does it?). Even a little boost is multiplied by this effect.
So by all means, when something is in the news and it fits into a blog post you’re writing, use it.
I need to start doing that more often.
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