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 while.

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:

• Could the public potentially react negatively to the association of my brand with this specific news topic?
• Is the information I am providing helpful to my target audiences?
• Is it possible that another opportunity will arise in the near future that is actually a better fit for my brand?

And lastly:

• Is it in bad taste?

Perhaps Kenneth Cole forgot to ask himself these questions before he injected his brand into trending #Cairo conversations on Twitter:

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.

Image credit: Smithsonian.com

(Photo: Lesley and her dad, Mike. La Palma, California, circa 1985)

Nearly 11 years ago I spent my first night in the San Diego State University dorms. Since my roommate wasn’t moving in until the following morning, I was all alone, ready to begin a new adventure 100 miles away from my parents, brother, friends and the home I grew up in.

As I lay down to fall asleep, I found a note under my pillow. It was typed, and that meant two things: it was from Dad, and it was important.

DON’T BE AFRAID TO FAIL. BE WILLING TO TAKE A CHANCE.
Whatever you do, Mom and I will be there for you.

Love,
Dad

Though simple, his words were just what I needed at that moment. I still have that note and I read it every now and then to remind myself to “go for it” and that no matter how old you are, your parents’ (especially your father's) support sometimes makes all the difference.

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.

Continue reading: Increase Web Traffic With YouTube
View all: "Driving More Traffic to Your Website" blog series

My mom has taught me many things: from how to use puffy paint on a t-shirt to how to make chicken tortilla soup in the crockpot. But last Fall, I had the opportunity to teach her something.

One morning while at work, my phone buzzed and I read...

Mom: howdoyouputaspaceinatext

I replied: What? Mom?
…Oh, hahahhahahaha. I'll call your land line…after I show everyone at work your text!

Luckily, I was able to teach her "how to put a space in a text" and 18 months later, Mom is an expert texter! I feel good knowing I was able to teach her a little something, but it makes me wonder what my future children might be able to teach me someday. 

Santa made a wise choice when he picked Rudolph the Red-Nosed Reindeer to guide his sleigh each Christmas Eve. Though Saint Nick had nine reindeer to choose from, Rudolph was the right team member for the job because he had all of the qualities necessary to make a successful trip around the world delivering presents to deserving boys and girls. 

Just as Rudolph stood out from the herd thanks to his skill set, businesses often need to identify a member within their organization who can best fit the role of social media manager. It just so happens that Rudolph’s resume, and that of a top social media candidate, are quite similar! Just like Rudolph, the ideal social media manager…

Is Knowledgeable

Rudolph must know the sleigh’s flight plan and understand Santa’s expectations for the journey.

Social media managers must be well versed in customer service information, product details, policies, procedures and the brand’s overall strategy in order to maximize effectiveness.

Is Resilient

Rudolph’s path isn’t always easy. Sometimes he finds himself running behind schedule or caught in a blizzard. However, his passion for the Christmas season helps him stay the course and complete his task at hand.

While social media managers may encounter disgruntled users or may be busy troubleshooting customer service complaints, they must always be consistent with brand messaging, clearly communicate information and never let their emotions get the best of them.

Is A Multitasker

In addition to guiding Santa’s sleigh across the globe, Rudolph must communicate with his team, respond to messages from the North Pole and always anticipate a variety of weather conditions.

While creating content and managing accounts are a huge part of a social media manager’s job, they must also perform other tasks such as developing a content calendar, creating effective promotions, reporting growth and feedback, as well as budgeting time.

Is A Listener

Just how does Rudolph help Santa distinguish between the naughty and the nice kids? He listens!

Social media managers not only develop posts for accounts, they also monitor these accounts and blogs, review sites and stay current on customers’ feedback. Listening is a vital part of managing a successful social media community. 

Is Mobile

Rudolph is on call year-round. His duties aren’t confined to Christmas Eve; he must always be ready to help Santa prepare for whatever crisis – such as a toy shortage – that might emerge.

The role of social media manager is not a 9 to 5, at-your-desk type of job. Social media managers must be comfortable responding to needs on-the-go and must learn how to rely on tools and applications that help them perform their duties from wherever, whenever.

Is Willing to Merge Professional and Personal Life

Rudolph is Santa's brand ambassador. Even when he's not commandeering his sleigh, he represents Santa, the elves and plays a vital role in the entire North Pole empire.

While a social media manager is the voice of a brand online, when they're not on the clock, they still must manage and maintain their own social media presence in a professional manner in accordance with brand standards and values.

What other qualities do you see as vital for a company to find in order to identify their very own Rudolph?

I am thankful for my 4.5-mile, 9-minute commute to work. This quick drive allows me to spend minimal time in the car, and instead, use my hours outside of the office to cook dinner, catch up on Parks & Recreation, nitpick details of my upcoming wedding, and sweat it out at a the gym.

I know that “down the road” my commute may not be under 10 minutes, so while it is, I won’t hesitate to B thankful! 

Growing up, if I wanted to catch an interview featuring my favorite NBA player, David Robinson, I had to stay up late until the game was over and hope TNT didn't cut to commercial just as the camera turned to D. Rob. When he, or any other of my beloved Spurs did get airtime, I hung on their every word because I knew the Texas team's coverage in Southern California was rare.

Fast forward a few years and my family's dial-up Internet granted me access to player bios, team news and game highlights that I could enjoy on my own schedule. As a 12-year-old, it was more than I ever could have imaged.

But two decades after my NBA love affair began, the world of social media has dramatically impacted the way fans interact with their favorite team, players and the league as a whole. The NBA boasts more than 100 million combined followers and fans on Twitter and Facebook and more than 667 million views on its YouTube channel. It is no coincidence that the league wrapped up a record-setting season this June – generating its highest TV ratings and web traffic in its history.

In Marie Burns Ortiz's (@BurnsOrtiz) recent piece from @Page2, she perfectly captures the way social media has changed the game:

Madison Square Garden stood virtually empty on Friday night as the Knicks prepared to host their first playoff game in seven years. Hours before tipoff -- long before the roar of the crowd (briefly) became so loud it was almost impossible to hear anything -- the basketball's bounce echoed as Celtics guard Ray Allen took the floor. Few people used to be able to witness such a moment, occurring before cameras really start rolling, before fans trickle in. Now, the moment is on full display to the NBA's nearly 2.5 million Twitter followers -- and the thousands more to whom the post is retweeted.

To an outsider, it was just another TwitPic, but to a Knicks fan, it was the next best thing to actually being there.

Although I serve as social media manager for several brands and understand how things work "behind the scenes," I still get giddy when the @Spurs send me a reply or a player retweets what I've written. Thanks to social media done right, I'm no longer limited by cable networks, a slow Internet connection or mileage. Instead, I'm right there, all the time.

Some of my favorites on Twitter include: @NBA, @projectspurs, @insidehoops, @mikeandmike, @sportsguy33, @jalenrose, @stuartscott, and @robinroberts

B Approved

@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.

Design

@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.

Interactive-Web

@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.

SM-PR-Marketing

@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.

Writing

@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.

It’s that time of year again … time for some back to school shopping! Growing up, I loved picking out my first-day-of-school outfit. I’d set it out well before classes began to ensure I was kicking off the year with just the right look. Only my best friends had seen me for the past three months so here was my opportunity to dazzle my classmates with the “new” Lesley.

Twitter is a social networking and microblogging service that allows you to answer the question, "What are you doing?" by sending short text messages up to 140 characters in length, called "tweets," to your friends, or "followers."

Beyond the “What are you doing?” prompt, Twitter offers a variety of opportunities to enhance both your professional and personal life. Whether you’re a business professional embarking upon a new career, a student looking to connect with experts in your field or just someone who’s relocating to a new area, Twitter has the potential to help you build your brand, meet your goals and develop new relationships. I can say this with confidence because Twitter has helped me accomplish these goals!

If you’re job hunting or making a career transition…
Twitter can help you identify which companies are hiring, who has recently left their position and what actions successful job seekers are taking in order to get hired. You can also utilize hashtags such as #hiring, #job and #HAPPO (Help a PR Pro Out), to name a few, to quickly identify potential job opportunities and help refine your Twitter job search. (To learn more about hashtags, visit Twitter’s Help Center).

If you’re breaking into a new field, you can connect with professional organizations that can offer expertise regarding your transition. You can even seek advice from other Twitter users who have made a similar career change. This is a perfect time to take advantage of Twitter lists, which can help you organize who you follow by allowing you to create lists based upon specific topics and categories.

If you’re a student…
Twitter allows you to interact with experts in your field—both young and seasoned professionals—as well as classmates, university alumni and even professors.

As a student, a great way to stand out from the masses and strike up conversations with like-minded people is through Twitter chats. There are more than 130 chats on Twitter and they cover nearly every subject imaginable, from blogging and small business advice to gardening and wedding planning. Chats like #prstudchat, #collegechat and #u30pro are geared specifically towards students and young professionals.

For more about how to participate in a Twitter chat, check out Grind & Thrive’s “Beginner's Guide to Understanding Twitter Chats.” 

If you’ve recently relocated…
No matter what your career aspirations are, Twitter is a remarkable resource for anyone who’s recently relocated or is considering relocation to a new city or state. By reaching out to users within a specific geographic area, you can identify not only the best places to work, but also where to live, eat, play, shop and more. By connecting with your online network, you’re building new relationships that often carry into your “real life” that will make settling into your new location a bit easier.

How are you using Twitter?
Aside from simply answering the question, “What are you doing?” Twitter is an invaluable resource for business professionals and students to job search, seek advice, network and even transition to a new geographic region.

Personally, I wrote this post from first-hand experience. I found my job at Balcom Agency, valuable professional organizations, great friends, former classmates, amazing restaurants, a cute place to get my hair done, even the perfect home to rent all thanks to Twitter. Tell us, how has Twitter helped you?