Newsjacking is a technique based on creating highly relevant content about your company, product or service, related to a highly topical news story. The pioneer in using this word in 2011 and rwanda email list its concept was David Meerman Scott . For example, in his personal blog he comments on how, taking advantage of the 50th anniversary of the Apollo 11 landing on the Moon, several brands have created exclusive content related to this topic. IBM remembers this with the message that they created the microchip that took humanity to Earth's satellite and remembers it with a microsite .
Viraljacking--how-to-make-your-content-go-viral-on-social-networks
Hasselblad put the first cameras on the Moon and has put together a press kit . And Omega has launched a special edition of the first wristwatch to reach our satellite, with all the information on this microsite .
Over time, I have carried out several newsjacking actions, but I have always liked to share the case of Mailtrack because of how absurd but efficient newsjacking can sometimes be.
Mailtrack is an email tracking tool that, taking advantage of the fact that WhatsApp's double check mark had become a standard, added it to its tool and when someone reads the emails sent with this application, it displays a double check mark. When the news broke that Facebook was going to buy WhatsApp for 19 billion dollars, taking advantage of the media hype, I called Conrado Lamas , the head of communications at Mailtrack at the time, and asked him to write a press release saying that the company was very happy about the news of the purchase and that it validated our model. If you think about it, it's absurd, since Mailtrack had nothing to do with the purchase of Facebook and WhatsApp, however many media outlets echoed it and we got more than 5,000 new users in a few days. Here is a screenshot of the news and the link.
Viraljacking, on the other hand, is an evolution of newsjacking and seeks to first identify content that is viral on social networks and then transform it to adapt it to the message that interests us as a brand. At Cyberclick we have been applying this concept developed internally for a few years now, and the truth is that we have realized that it works very well to boost virality. You must join existing viral conversations, with related content created by you. They can be current conversations or even past formulas, which you know work among the audience.
