SYS-CON MEDIA Authors: Bob Gourley, Lori MacVittie, RealWire News Distribution, Cynthia Dunlop, Mark O'Neill

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Social Media Newsjacking

Another addition to our Small Business Guide to the Cloud eBook is an article on ‘Social Media Newsjacking’.

This refers to how social media is ideal for the PR marketing technique described in the book by David Meerman Scott.

It’s a trendy new name for an age-old PR concept, where you aim to attract more attention to your own story by referencing a high profile breaking mainstream news piece.

As Hubspot describes ideally early in the breaking cycle.

I put up a post yesterday as a simple example – This one about the news published that day about the proposed reform to the welfare system for the Ontario Province.

Another was a recent example of this English cafe called Googies, where they promoted their case by referencing news about Starbucks paying very little tax in the UK.

They also fed this to their Facebook page, demonstrating how to run an overall social media PR campaign. This kind of fun approach is ideal for an initial eye-catching press engagement, and then social media is great for cultivating ongoing community to engage ongoing customer relationships.

It was even picked up by their local press demonstrating how this kind of ingenuity is key to PR.

Social media management

Cloud services are very helpful to managing this type of marketing activity, offering hosted software designed to help manage the challenges of mastering social media, as described in this Infoweek article on these challenges for small businesses.

Luckily other small business start-ups are here to help you, like Social Motus.

They provide a Cloud app for Social Media Management, incorporating features such as:

  • Monitoring, to pick up keywords in Twitter and other streams and alert you to the hot buzz items you plan to newsjack around
  • Social publishing, to help automate the process of then publishing your newsjack items to many social forums
  • Handling Social Engagement such as managing interactions across multiple sites and tools, prioritizing and assigning responses to your team members.

One of the primary challenges for small businesses is marketing, finding and attracting new customers. They also lack big PR budgets to pay for widespread media coverage to achieve this, and so techniques like newsjacking are ideal because they cost nothing and only require what every small business should have in spades – Ingenuity.

Tools like Social Motus demonstrate the value of the Cloud to small businesses by automating the leg work required to implement this on the sustained, ongoing basis required for it to turn into the PR and brand momentum required to repeatedly attract new customers.


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