I can only imagine what would have happened if 9/11 occurred during the Twitter era. Social media “gurus” would have floated up into space on the hot air of their own hubris, picking apart the bad newsjacking choices
You have to have a really strong reason and connection to a tragedy or remembrance to make a case for newsjacking it in a good way.
Right, like the FDNY could do something, but AT&T? Not much connection there.
I recall the objection to AT&T being the product placement. That is a good counter to my assertion that you need to advance the brand. Sometimes it's good to just shut up.
And the thing with the AT&T one - it feels very contrived. Like they spent a lot of time on it. The Oreo one was pure serendipity.
Shahid, I think Snickers dropped the Mic after their meme image.
So, understanding that timing matters, is there a point at which newsjacking is too saturated (i.e. the Suarez bite)? Or is it better to just react and not worry about what everyone else is doing?
If you aren't first, don't bother.
Again, it's about timing. Something can be really popular and there can be a lot of buzz around it, but if you're not out of the gate early enough you miss the opportunity to become a part of the event.
I think it's ok not to be first. You may have your own audience that is not Snickers.
Also, you might be funnier, in this case (though that would be difficult in this instance)
I think that newsjacking can get done to death and it becomes old really fast. I think that being quick should be a factor but if you do it better than everyone else, being a little late may not matter so much.
I'm not done with it yet, but I'm all for beating a joke into the ground if it's still timely.
I would agree to an extent, Tara. I think it's a combo and blend of relevancy to your audience and timeliness.
When multiple companies are newsjacking a huge event (e.g. the Oscars), how do you stand out from the crowd? Is there such a thing as newsjacking too much?
If you're successful in tying it to your brand and your community's wants/desires, it should stand out automatically, even if others are newsjacking it to death.
When it's a big event that everyone can and has planned for, you have to figure out a way to stand out.
Like the vodka ad - lots of people were talking about Snowden, but they made it relevant to them.
How do you stand out? With the Oscars, I remember Samsung- because they got the phone in Ellen's hand and did the selfie (which I prefer to call a Groupie in this case). That sort of standing out usually takes money.
Depending on your message, the medium could be what makes you stand out. If one brand just posts text, and another posts an image or a vine, it would be way more engaging.
And you don't have to stand out above the crowd, necessarily, you just have to reach YOUR intended community.
Like if my company newsjacked something, I don't need to get on Mashable. I just need to bring a smile to my followers.
I like the example of the toilet paper on the shoe on the red carpet. Everyone is talking about what the stars are wearing, I think it was Charmin that talked about what they hope they're not wearing!
And sometimes, you get lightning to strike -- like Oreo at the Super Bowl with the blackout. That takes institutional readiness. There was as much prep being ready for that moment as there was just being online and ready to pounce.
It's always good to ask yourself what YOUR audience wants, cares about, responds too. Who cares about the rest?
Ah, the Charmin example. That was pretty funny.
Rachel, that goes back to brand attributes and sticking with it. Don't be funny when you're never funny- you have to set that stage with brand voice and tone well before executing something like the Oscars and World Cup stuff
It's a recipe website with no real connection to Boston.
That's a tricky one I think, Steven.
Yeah, there is a temptation to "be part of something" and show sympathy/empathy. But again, sometimes nice to stay out. Nothing wrong with that, but it did nothing for epicurious.
No connection, true. But we're all human. And sometimes there's a need to just acknowledge that we are.