Brands with content marketing plans have newsjacked before. But perhaps not as quickly and as well as Aer Lingus did with its reduced-cost fares offered to stranded WOW air passengers, who were bereft of flights after the airline shut down.
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.