‘Ebola? We’ve Got That. Come on Down!’ Or How to Do Newsjacking Right.
Be genuine while communicating on social media, many marketing pundits say. Okay. Done. But what now? Marketers can newsjack, as all the cool kids named David Meerman Scott say. The marketing strategist and author who coined the term was the inspiration who caused words to pour forth from the figurative pen of Joshua Titsworth of SEO company Vizion Interactive on Nov 4.
"The Best Kept Secrets of News Jacking," Titsworth's blog post, can boast of two accomplishments: providing a useful synopsis of David Meerman Scott's idea and simultaneously, inexplicably, splitting it into two words.
As for the synopsis, Titsworth advises marketers to consider how newsjacking provides them with visibility, credibility and SEO, when done right.
Here's how Titsworth says to do it right:
Be Timely. Often, the Web gets saturated with social media mentions and blog posts in a few hours. "The sooner you post about it, the better," he suggests. [Editor's Note: An endless approval process is a bad idea for timeliness. So if that's a normal situation, setting up a "breaking news" alternative process may help for news items that are especially relevant to the organization.]
Focus on Relevance. "While a major news story may seem like a 'big fish' with which you can easily draw attention, turn your focus only to those pieces most significant to your brand," Titsworth advises. "This may not gain you quick 'fame,' but it will establish long-term credibility over time."
Write Blogs. Tweets and Facebook posts flash by, but blog posts have a longer half-life. "The occasional blog regarding a particularly juicy story will net significant SEO results and represent a more lasting impression," he writes. [Editor's Note: Who knows? Blog posts might even end up getting picked up and become conversation topics themselves somewhere else. Like on a different website, maybe.]