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NEWSJACKING
“Newsjacking is the art and science of injecting
your ideas into a breaking news story and
generating tons of media coverage and social
media engagement.”
NEWSJACKING
Prepared by Lawrence Villamar
CONCEPT
We have ZERO capability to break news as we
don't have a network of journalists on ground so
we settle for the NEXT BEST THING.
CLARIFICATION
WE ARE NOT
PIRATES
DOES NEWSJACKING MEAN WE STEAL
CONTENT?
News jacking is not license to steal content from
other web site. It merely recognizes our limited
capability. Proper sourcing, attribution, and citation
must be observed. The Internet and human
creativity offers a lot of materials you can use as
building blocks to create a wholly original content,
within the bounds of intellectual property law.
OUR GOAL
Our goal is to produce quality content that
will be read. While we have limited
capability, the challenge is to create original
content by employing creative methods and
techniques within the bounds of ethical
journalism.
REMEMBER
We are a business news outlet:
● Our content is news dependent
● Quality is a huge factor (click here for the
memo)
● Style Guide (Click here)
● Copyright laws should be observed (refer to
p.9 of Handbook)
REMEMBER
● No Scraping (Click here for the memo)
● Add on Value
REMEMBER
TIMELINESS
IS (ALMOST ALWAYS)
EVERYTHING
HOW INFORMATION FLOWS
News Spread Like Innovation
Like in innovation, news diffuses pretty much in
the same manner. There are different stages
characterized by the type of people involved in
each stage: innovators (newsmakers), early
adopters (it may or may not be a news outlet),
early majority (those who are influenced by a
news outlet) and late majority (who may be
offline but are told by online friends by word of
mouth about the news).
EXAMPLE
A news is broken on Twitter by an outlet
(innovator) with 1 million followers (early adopter)
who all retweet them to friends and their follows
reaching critical online mass (early majority). It is
then pick up by TV networks who reaches offline
readers (late majority) who then goes online for
more information
Reminders
● We want to capture traffic just before a topic or
story breaks into early majority (where there is
critical mass and less competition)
How Do We Do This?
By producing relevant (news dependent) content
with add on value (to differentiate from
competition) and produce it fast (critical mass,
less competition).
Hoffman Dies > WSJ Breaks the Story > We
produce content relevant to the news e.g. “Top
Five Films Starring Hoffman”
SOME TOOLS THAT MAY HELP
● GOOGLE TRENDS
● TWITTER TRENDS
● YAHOO BUZZ
GOOGLE TRENDS
● A writer wanted to write on “Devil Baby” last
February 4, 2014. I used Google Trends to
show that traffic for the article has already
peaked.
DEVIL BABY
GOOGLE TRENDS
Using the chart, you will see that “Devil Baby”
peaked last Jan 15-17. So writing on the topic
on February 4 is untimely.
RECOMMENDED READINGS
● “How to Newsjack Your Way into Media”
● “How to Newsjack for SEO”
END

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How to Newsjack

  • 1. NEWSJACKING “Newsjacking is the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.”
  • 3. CONCEPT We have ZERO capability to break news as we don't have a network of journalists on ground so we settle for the NEXT BEST THING.
  • 5. DOES NEWSJACKING MEAN WE STEAL CONTENT? News jacking is not license to steal content from other web site. It merely recognizes our limited capability. Proper sourcing, attribution, and citation must be observed. The Internet and human creativity offers a lot of materials you can use as building blocks to create a wholly original content, within the bounds of intellectual property law.
  • 6. OUR GOAL Our goal is to produce quality content that will be read. While we have limited capability, the challenge is to create original content by employing creative methods and techniques within the bounds of ethical journalism.
  • 7. REMEMBER We are a business news outlet: ● Our content is news dependent ● Quality is a huge factor (click here for the memo) ● Style Guide (Click here) ● Copyright laws should be observed (refer to p.9 of Handbook)
  • 8. REMEMBER ● No Scraping (Click here for the memo) ● Add on Value
  • 11. News Spread Like Innovation Like in innovation, news diffuses pretty much in the same manner. There are different stages characterized by the type of people involved in each stage: innovators (newsmakers), early adopters (it may or may not be a news outlet), early majority (those who are influenced by a news outlet) and late majority (who may be offline but are told by online friends by word of mouth about the news).
  • 12. EXAMPLE A news is broken on Twitter by an outlet (innovator) with 1 million followers (early adopter) who all retweet them to friends and their follows reaching critical online mass (early majority). It is then pick up by TV networks who reaches offline readers (late majority) who then goes online for more information
  • 13. Reminders ● We want to capture traffic just before a topic or story breaks into early majority (where there is critical mass and less competition)
  • 14. How Do We Do This? By producing relevant (news dependent) content with add on value (to differentiate from competition) and produce it fast (critical mass, less competition). Hoffman Dies > WSJ Breaks the Story > We produce content relevant to the news e.g. “Top Five Films Starring Hoffman”
  • 15. SOME TOOLS THAT MAY HELP ● GOOGLE TRENDS ● TWITTER TRENDS ● YAHOO BUZZ
  • 16. GOOGLE TRENDS ● A writer wanted to write on “Devil Baby” last February 4, 2014. I used Google Trends to show that traffic for the article has already peaked.
  • 18. GOOGLE TRENDS Using the chart, you will see that “Devil Baby” peaked last Jan 15-17. So writing on the topic on February 4 is untimely.
  • 19. RECOMMENDED READINGS ● “How to Newsjack Your Way into Media” ● “How to Newsjack for SEO”
  • 20. END