Thanks to much-buzzed-about tweets by major brands (e.g. Gap,
Sears, etc.) during Hurricane Sandy and her aftermath, the term “newsjacking” has
gained recent notoriety in the social media and marketing worlds. And while the
term may be new, the practice has been around in some form or another for a
WHAT IS NEWSJACKING?
David Meerman Scott, who literally wrote the book on newsjacking, defines it 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.”
WHY DO IT?
A successful newsjacking campaign can result in your brand
and messaging being effectively woven into a larger news story. It can also improve
your SEO and boost your reputation – all for a relatively low cost.
HOW DO I DO IT?
To maximize effectiveness, you must jump in to the news cycle
early. This doesn’t mean rushing to throw something together once an
opportunity arises. Instead, explore opportunities for future stories and
implement your campaign when appropriate.
A great example of successful newsjacking: Oreo’s tweet
during Super Bowl XLVII. After a surprise blackout, the brand took to Twitter:
The tweet was buzzworthy not only because Oreo capitalized on the unexpected in a relevant way. The fact that the brand produced an
actual ad for the tweet proved to be a savvy move during an event that's watched almost as much for advertising as it is for football.
HOW DO I NOT DO IT?
The difference between scoring points and a potential PR
disaster often lies in the news subject itself. Before you decide to newsjack a
particular story, ask yourself these questions:
the public potentially react negatively to the association of my brand with this
specific news topic?
the information I am providing helpful to my target audiences?
it possible that another opportunity will arise in the near future that is
actually a better fit for my brand?
Riding on the coattails of a violent uprising to promote your spring
fashion line isn’t particularly helpful and surely doesn’t seem in good taste.
While the art of newsjacking isn’t new, many of the
opportunities to do so are. Before you, or your brand, dedicate the time and energy
it takes to launch a newsjacking campaign, be sure the circumstances are right
and use your creativity to find the absolute best possible fit.
Submitted by Stephanie on January 18, 2013 - 12:23pm
At Balcom, we manage social media for several clients –
three of us are dedicated to it full time. But how do we use social media on
our own time? Twenty-one Bs answered our survey, and here are the results:
More than 95 percent
of the Bs surveyed use Facebook,
almost exclusively for keeping up with friends and family.
A few Bs do more:
Lynne said: “I use
it to source vendors (‘Hey FB friends: I need a makeup artist in San
Antonio. Message me with info if you have a great person’)”
Eric and Lauren T. both use it to
share news, videos or articles.
connections to brands as well as people.
About 90 percent of
Bs use Twitter, but more for consuming and
sharing content than for creating it. That content includes breaking news, articles
from industry thought leaders, sports, fashion, trends and comedians.
Audrey noted: “I have learned
about several significant current events through Twitter, before the news broke
on a local station. Twitter is a quick network to stay up-to-date but I
must admit…sometimes I do post irrelevant updates such as pictures of clouds.”
Jamie has only tweeted three
times, but she’s addicted to following comedians:
Aside from that:
Ali shares links to
interesting or funny news she doesn’t have time to read, so she can find
Eric also shares a lot of his own amusing observations.
Steve mentioned following
and commenting on live events
All the Bs have LinkedIn accounts, but only about a
third mentioned using the network, chiefly for business connections and
maintaining a professional image.
Lynne uses it to research potential new employees.
Chip tracks who
looks at his profile: “usually a good sign that a client (or vendor) is
T. and Eric share news and industry articles here, too.
More than a third of
the Bs use Pinterest, for everything
from recipes and how-tos, to style ideas, industry articles, infographics and
Lauren T. also uses it for
content research for clients
About a third of
the Bs use Instagram, and aside from a
general consensus that it’s great for editing photos (Ali uses it to “Make myself look less human and thereby...more
attractive”), their feelings vary:
Lynne deleted her account
Audrey and Lauren M. love it, and Lauren
M. says she’d use it more “if it didn’t feel so cliché”
Whenever I speak, I almost always get asked, "What's the next social network?" I have always said, and will continue to say: Facebook. It's not Pinterest, it's not Twitter and it's not Tumblr. Why? Because Facebook is totally ingrained into our lives.
But here's the biggest deal: Millions of users use Facebook by not going to Facebook.com. They login to their favorite site (ESPN.com, for example) or like a page or listen to a song on Spotify.
If you were to erase Facebook today, people would freak out - thousands of websites wouldn't work and the number one website destination in the world would be gone. What if you deleted Twitter? People would probably shrug their shoulders and turn back to Facebook.
If the Twitter immigrants didn't like the way Facebook showed their information, they could create an app that displays it the way they want. With the new Twitter rules, this is a big no-no.
Facebook wants to be the glue for the web, Twitter wants to be the book. You can't make a book without a whole lot of glue.
MTV, VH1, Twitter. Twitter? Yes. A few weeks ago, there were some reports that the social media giant may be creating its own reality show. Let’s just assume that Twitter will do it right, if one can really do reality TV right. Could it actually be successful?
The idea of joining television with the social component of the Internet, known as social TV, is nothing new. People have been going on sites like Peel, GetGlue, and of course, Twitter, to discuss shows that they love for years now. There are even companies that focus purely on measuring the amount people use social networks to discuss television.
So can a Twitter television show be successful? If the show’s content is entertaining enough and the company capitalizes on its own model, absolutely. Twitter’s already an established forum where people share their opinions about television. This means that those tweeters who view the show will already be able to discuss it on the same forum they talk about entertainment on. Twitter’s smartest play would be to ensure that the conversation can continue while a user is watching the show, perhaps through a tweet stream that runs alongside the screen (just spitballing here).
Finally, the biggest part of Twitter’s success from this reality show idea: more advertising. The biggest question surrounding Twitter has long been whether or not the company could make money. Through its own television show, the company would be able to open up a whole new revenue source and a brand new opportunity for advertisers to place ads on the site. Advertisers could pay to become a partner and Twitter could sell commercial break opportunities, or better yet, promoted tweets that stream while the show is going on.
Clearly, Twitter diving into social TV even further by becoming a content distributer could be a huge boon to the company. It all depends on how they do it. What do you think? Is this a good venture for Twitter? How would you expect them to implement it?
Original report: http://mashable.com/2012/07/26/twitter-reality-show-repor/
While we know Twitter can be a useful tool for job hunting, crowd sourcing and keeping current with industry news, it may also serve as an opportunity to drive traffic to your website. How? Follow these five recommendations to find out:
Choose a smart handle Your Twitter username has influence on search engine optimization (SEO), which translates to how close to the top of a search results list you appear in a search engine like Google or Yahoo!. If you're a business, consider using a keyword in your Twitter name, like @MarketingProsCA. If you're a professional, try using your full name or a portion of your name, such as @AliJLamb or @LaurenAshleyTX
Add your URL to your Twitter bio By adding your web address to your bio, you're making it easy for followers or potential followers to visit your site and learn more about you or your business.
Add your contact information to your Twitter background In addition to your URL, you can also add other pertinent information such as a phone number, specialties or a list of awards you or your business have earned.
Compose tweets rich with keywords Before you begin tweeting, identify a short list of keywords that relate to your business and/or industry. When tweeting your own content, consciously use those keywords to help increase its searchability.
Add social sharing buttons to your website For many sites, adding social sharing buttons is a simple and effective way to quickly boost pageviews and sharing stats. Not sure how to add these? Follow Mashable's easy "How To" guide.
With just a few simple steps, even a novice Twitter user can utilize the social microblogging service to drive more traffic to your website and help exceed your goals for 2012.
Reuters just published an article that interviewed "old school" advertising and media big-wigs. They proclaimed that they understood Twitter and Facebook, but didn't have time for it.
Maurice Levy, chief executive of advertising group Publicis, said, "I hate the idea that I would have to share things which are not for sharing or which are superficial." Evidently, he's never looked at Twitter before.
Levy also said "I understand how to wash dishes. I don't do it regularly." He's right. But housekeeping isn't his job. Selling products is.
Martin Sorrell, of WPP (who owns companies like Ogilvy and JWT), said, "I have enough to do answering your emails...I'm 66 years old. I'm almost in the glue factory."
Saying that you understand Twitter but don't have time for it, is like saying you understand sleeping but you don't have time for it - you will eventually die. Like sleep, to truly appreciate Twitter, you need to experience it.
Do these executives need to be on Twitter 24/7? No, but they at least need to understand that it is more than sharing who you're eating with, as Hearst Magazines president David Carey thinks Twitter was all about. He wouldn't think that way if he spent any time on Twitter.
It's no surprise that old media company's stocks, like Publicis are down about 45% from 10 years ago. It takes mergers and acquisitions for this companies to innovate, not from within.
It's a stark contrast to companies like VaynerMedia, headed by business hustler Gary Vaynerchuck. Gary is actively engaging with his audience on Twitter, take a look at his stream. VaynerMedia has landed client like the New York Jets and Pepsi.
So, do you you really understand social media? Or do you just think you do?
Submitted by Lesley on September 1, 2011 - 10:28am
@fastcompany Official Twitter feed for Fast Company magazine and FastCompany.com. Our own unique blend of innovation in technology, design, practical advice, inspiration. @harvardbiz The latest Harvard Business Review blog posts, Management Tips of the Day, Daily Stats, and more. @incmagazine The magazine for entrepreneurs. Broadcasting live from New York City. @Mashable Digital, social media, business, tech, entertainment and mobile news from Mashable.com, the top resource for web culture. @Mint Updates on features, money tips, site issues, and your questions! @tedtalks The official feed for daily TEDTalks. Only new TEDTalks are posted on this feed. @ThePioneerWoman Ree Drummond. Desperate Ranchwife. Mother of Four. Lover of Butter. Amen.
Celebs Worth Following
@Bethenny Bethenny Frankel. Author, natural foods chef and television personality. @BillGates Sharing cool things I’m learning through my foundation work and other interests. @IAmKellyFierce Mindy Kaling’s character from The Office. Kelly Fierce, just the girl next door that’s super hot, totally a diva, and super hot. @RevRunWisdom Reverend Run. Words of wisdom non-stop. @sportsguy33 Bill Simmons. Sports columnist, writer and podcaster. @tferriss Tim Ferriss. Author of #1 NY Times bestsellers, The 4-Hour Body and The 4-Hour Workweek, Japanophile, tea drinker, tango world record holder, language learning fanatic. @TomZiglar Proud Son of Zig Ziglar Bringing the Ziglar Pure and Simple Philosophy to an ever changing World.
@AIGADFW Dallas/Fort Worth Chapter of American Institute of Graphic Arts. @HOWbrand HOW helps designers, wherever they work, be more creative, more inspired & more successful. @IDOnline Online magazine covering art, business, and culture of design. @logolounge Allows designers to easily share their ideas and concepts with peers and clients anywhere. @PixelTango Online Design Magazine established 2010/11. @posterdeck Creative posters from around the world. @TheBestDesigns Showcasing the very best of web design and recognizing the talented designers who create them.
@DesignerDepot Webdesigner Depot is one of the most popular blogs about web design trends, tutorials and much more. It’s run by Walter Apai, a web designer from Vancouver. @designmodo High-quality Web Design, Graphic Design, Photography, Web Development, Tutorials, Business, Social Media. @hotdogsladies Merlin Mann. Internet broadcasting network for geeks, designers, developers, entrepreneurs, and technophiles. @siteinspire A showcase of the best web design today, highlighting examples of exciting visual and interface design. @smashingmag Vitaly Friedman, editor-in-chief of Smashing Magazine, an online magazine for professional Web designers and developers. @Scobleizer Robert Scoble. Technology news, videos, opinions, from an enthusiastic Rackspace employee who grew up in Silicon Valley and has interviewed more than 3,200 geeks. @the_nerdery We partner with advertisers, marketers and other people with big plans to build award-winning interactive projects.
@AdAgeStat Stats, Data, Research and Analytics, about marketing, advertising and consumer trends powered by American Demographics for @adage. @AllFacebook The Facebook resource, offering news, guides and statistics about the site, its users, pages and more than 1,500 companies creating apps for the platform. @MarkRaganCEO Publisher of PR Daily and PR Daily Europe; Ragan.com; Healthcare Marketing and Communication News. Conference provider to comms/social media world. @PRNews The public relations professional’s resource for ideas, strategies and tools to maximize communications and social media efforts.
@APStylebook The essential style guide for journalists. @ElecricLit Saving literature one reader at a time. @fuelyourwriting Dedicated to bringing you the tools necessary to “fuel” your passion for writing of all types. @GrammarGirl Podcaster. Book writer. Entrepreneur. Skier. Founder of the Quick and Dirty Tips podcasting network. @gothamwriters Writing tips, articles, and news from a leading writing school. Gotham teaches the craft of writing to thousands every year in NYC and Online.
A young single woman, I often ask my married friends and
family, “How do you know when you’ve
found The One?” Invariably, despite geographic, ethnic, age and gender
differences, they reply confidently, “You just know.”
This seemingly smug response always irked me, until
I felt it.
Call me a workaholic. Call me a geek. Call me pathetic. But
I felt it at work. I love my job. No, really… I do.
Let me count the reasons why:
1. Variety Is the Spice of Life.
As social media manager at Balcom, I’m
responsible for managing a wide variety of online communities for a wide
variety of clients. On a daily basis, I chat with customers about fajitas,
cowboy boots, diamond rings, country music, margaritas, payday loans, puppies and even
social media marketing.
I toggle between Facebook, Twitter,
YouTube, Flickr, Foursquare, Gowalla and MySpace. I learn how to write great
status updates, squeeze messages into 140 characters, respond gracefully to
customer complaints, optimize web copy and create compelling online offers.
Most importantly, I learn how to engage consumers, which brings me to my next
2. Social Media Sells.
But not because of slippery, slimy sales
offers. Social media sells because it engages consumers in a way that they want
to be engaged.
On the Justin Boots Facebook Page, for
instance, I collaborate with my clients to share meaningful and valuable
information with fans. This means that for every post reading “Boots are half
off today!" we post a fan photo, an update on local rodeo standings, a list of
country music tour dates, a question to fans about their weekend plans or a
simple thank you. We even ask our fans, "What do you want to hear from us?" and deliver.
Interacting with consumers each day in an
authentic way fulfills me, all while driving revenues.
3. We Learn – And Then We Learn From Our Mistakes.
Balcom Agency and good social media
marketers embrace continual learning. We also believe in taking risks and learning from our
mistakes. In my role as social media manager, I soak up breaking news
on the latest technologies, trends and techniques in marketing. Much akin to my
eating habits, I consume this information voraciously.
At Balcom Agency and in the world
of social media, mistakes are accepted. And transformed into opportunities to
learn and improve. When I err, I’m not harshly punished but encouraged to seek
the lesson in the error.Inevitably,
these faux pas lead to even better performance and client service.
4. We Are Family.
At Balcom, we truly love each
Did you just roll your eyes? I understand. Perhaps my enthusiasm for my colleagues is akin
to those nagging Facebook status updates: “I have the best life ever!" or "My
boyfriend spoils me!" But really, we get along like peas
and carrots. We joke. We laugh. We brainstorm. We challenge. We achieve. And sometimes we even have a beer together. I never thought I could love my
coworkers like I do. It makes a big difference.
In closing, thank you for the opportunity to gush about my beloved
job.Beyond an awareness of my tendency toward self-indulgence, I
hope you’ll take just a few things away from this post. Social media works. Mistakes
are opportunities. And kindness, humor and honesty in the workplace pay off, not just in the form of happy employees, but also in happy clients.
3 If we build it they will come. Creating an active social community around your brand is an organic process – and nothing grows in a vacuum. Think of integration as fertilizer, and consider all these potential catalysts you may already have in place – offline media, email, newsletters, point-of-sale, promotions, partnerships and search.
4 It’s just a marketing initiative. The transparency built into social media means it’s inevitably going to impact other areas of an organization. Corporate communications, public relations, sales, customer service, legal and even HR need to be part of your internal conversations – because, like it or not, they will become part of your social media conversations.
5 You can’t measure social media effectiveness. Effective social media plans always include measurable goals. Conversion metrics should be part of any plan from day one. Here are some good case studies: