In case you don’t know, Quora is a place where you can ask questions you care about and get answers that are amazing. Quora brings together people from different worlds to answer the same question, in the same place — and to learn from each other. I’ve been there for a long time and love it.
As a content strategist and inbound marketer, at some point you may need to find new audiences, topics, or a fresh angle for your content strategy and community building. For this, some marketers publish more blog posts; others upload more pictures; some of my friends produce more video interviews… but often in vain.
Newsjacking, also known as culture-jacking, is the process of injecting your ideas or angles into breaking news, in real-time, to generate media coverage for your brand. Done effectively, it can validate your brand as a thought leader in your industry, drive traffic to your site and increase interest in your brand. ~ Barb Schmitz.
In this post, I’d like to share just a set of tools and ideas I use for niche newsjacking. I’m not trying to compete with big brands on big news – quite often you don’t need to create yet another posting telling your community that Marissa Mayer is the new CEO of Yahoo – Business Insider, Venture Beat, Mashable, TechCrunch, Search Engine Land, Webmaster World – all of them did a great job in a matter of hours. Maybe you can be creative and offer your own twist, that second paragraph, – well, then good for you. But most likely you will able to do it just once for a headline like that – it’s the major league newsjacking.
Newsjacking is a quite difficult and a time consuming activity
I first heard the newsjacking term about a year ago but I immediately understood that I was actually doing it for ages. My way of implementing newsjacking is to find stories – which not exactly will become popular – but rather have a strong potential to go viral (at least to some extent) for a particular niche or community.
Niche newsjacking is a part of the content curation efforts
Over time you can become a subject matter expert or a though leader in the areas you use newsjacking. Take, for example, some topics, like social commerce, mobile analytics, trading software, social media monitoring tools, or lead management – they all are very specific areas, but with huge opportunities to dig deeper and find hidden interdependencies, build your network, and, ultimately, capitalize on the masses of uncategorized, segmental, research-based, and sometimes fun content.
Adding newsjacking to your content marketing arsenal
The speed in which the newsjacked content is being created is super important – we’re talking about relevant and compelling content development in real time. Blog posts, Facebook updates, tweets, LinkedIn and Google+ are all good channels to practice newsjacking. Later, the content you create might become a part of your next premium research reports, infographics or case studies.
To spot newsjacking opportunities, I’m using the following tools:
Track keywords – you can put quotes around the search terms
Track important conferences and events (think hashtags) – very often good content is published a few weeks or even months after the end of an event
Track industry-specific lingo and new terms, say like newsjacking
Track your competition
Track your website URL
I’ve created custom sections for the niches/terms/companies I follow, all with selected keywords. You can also personalize your feed, adjust sources
Monitor news on a daily basis
Follow experts, product managers, companies and writers
Create and follow lists
Create and monitor Searches (use “save search” and “People you follow” options; or go Advanced)
Check Trends – visible on the left sidebar
Follow industry blogs and publications, as well as major news outlets
Follow niche bloggers
You can also use your RSS reader to subscribe to some important YouTube, Quora, LinkedIn, Facebook feeds
Follow pages and experts
Find and subscribe to the channels in your niche
Follow conferences and speakers
Participate in relevant groups
Follow and answer questions
Read updates on your feed
Subscribe to relevant topics and boards
Newsjacking University – Useful Resources
A couple of good resources for you:
In his bookNewsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage David Meerman Scott suggests that “newsjacking is about taking advantage of opportunities that pop up for a fleeting moment and then disappear.”
Mitch Joel suggests that the concept of newsjacking is “to interject your businesses’ story into breaking news to generate media coverage for what you’re doing.” And further “the concept of newsjacking is not a new or novel way to get media attention. Smart companies have been doing it forever.”
On BBC you can find a quite famous newsjacking example with Kate Winslet and The London Fire Brigade.
And, of course, we cannot go anywhere without a complete guide … to newsjacking.
4 Simple Newsjacking Formulas for Content Teams of Any Size, by Hubspot. “It’s about being first — as long as you’re accurate, you just need to get a story out the door to make the most of it”. And then “the Delayed Recap gives a detailed overview of what happened in the news as well as a few takeaways for your readers.”
Newsjacking: a fad or the future for marketing? by Richard Gruner Research Fellow at University of Melbourne. “And newsjacking — though potentially somersaulting a brand into the collective conscious — is but one of the latest fads in marketing; a fad that likely fails to engender true consumer loyalty.”
Newsjacking with a B2B infographic and blog post, by David Meerman Scott. “Newsjacking involves more than issuing a timely blog post, product placement, or press release,” Joe says. “It also requires actively engaging with journalists and other influencers who are discussing the topic you wish to judo to your advantage.”
When we launched Timely almost 2 years ago there were no other tools that would automatically figure out the best time for a Tweet to go out.
For me it’s sad news as Timely (http://timely.is) helped me manage my hectic world of social media with its one of the most beautiful and easiest UI. I want to thank all the creators behind Timely- @ebloch, @assaf, @jeromegn and @davidjohn – one day you guys helped me reach out half a million people with one tweet.
“The best part about launching new products was the fact that we did it all independently.” @shaziv for @inc – bit.ly/SuHQzb
During the last month, I’ve been obsessed with launching and tuning social media properties. What about you? Have you found some interesting ways of using social media for business purposes? Anyway, if you’ve mastered the basics, here’s a collection of some social media tips and tricks you’ll probably want to add to your marketing arsenal.
Facebook Page Hacks
1. When you’re posing a new status update, click the Clock icon in the lower-left of the sharing window and then start selecting the year, month and date for your future post. Once done, click Schedule.
Another neat feature: if you choose a date in the past, the post will appear at the appropriate place on your Page’s timeline. How cool is that?
2. Stop liking and commenting the stuff you manage on your Facebook page(s).
For this, go to Admin Panel > Manage > Settings > Posting Preferences and deselect the following chech-box:
3. If you manage maultiple pages, you can cross-promote them by adding to your page’s favorites:
4. All Facebook Page admins can have a different role assigned to them, depending on what they need to work on. To assign a role to your Facebook page manager(s), go to Manage > Settings > Admin Roles.
5. You can setup Social Settings for your Google Analytics account. To do so, go to the Admin tab of your account:
6. Discover where your social traffic comes from and find the best performing content on each network. Use the Assisted Social Conversions metrics:
By the way, if you haven’t defined any goals, Google Analytics cannot measure the value of social referrals on your website.
6.1 Also very useful:
Traffiic Sources > Social > Social Referral > Activity Stream > Conversations
The Activity Stream tab shows the URLs they shared, how and where they shared (via a “reshare” on Google+, for example), and what they said. According to Google Analytics’s Help, “the information comes from a Google social data hub. Social networks send activity streams to the hub and this information is then organized and presented in Google Analytics.”