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November 08, 2013

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Jay Baer

DMS, where do you see the line between news-jacking and real-time marketing? Or do you see it as the same thing, different name?

David Meerman Scott

Hi Jay - Newsjacking is a subset of real-time marketing.

Other aspects of real-time marketing besides newsjacking include social listening and engagement, real-time crisis communications, instant engagement with people on websites, and mobile aspects of real-time such as specials with Foursquare check-ins.

Tony Faustino

David, VaynerMedia is living proof of the competitive advantage a company achieves by practicing your Newsjacking Principles in real-time speed, news monitoring, content creativity, and hiring the right team. These are direct quotes from last Sunday's New York Times article, Riding The Hashtag in Social Media Marketing (specifically the section "Pivoting Off The News"):

1a. Gary V. on Competitive Advantage in Newsjacking Speed is a VaynerMedia's Differentiator: "Where VaynerMedia starts to look really different from conventional ad agencies is in its emphasis on speed. Social media are also interactive and immediate, so everyone here is on high alert for any event, any news that could be leveraged by any brand."

2. Gary V. on Competitive Advantage in Newsjacking Content Creativity is a VaynerMedia's Differentiator: "A “play” in this context means some kind of post that pivots off the news, most likely on Facebook or Twitter. Three weeks ago, a team of employees gathered with Mr. Vaynerchuk in a conference room to discuss a brand they oversee, a cookie that the client did not want named. The team spent much of the meeting trying to figure out how this brand could exploit topics trending on Twitter. They call it “riding the hashtag” here."

3. Gary V. on Competitive Advantage in Hiring the Right Team w/ Newsjacking Capabilities: "“The people I’m trying to hire here are journalists and improv actors,” Mr. Vaynerchuk said. “Creative today is more about breaking news. We need clever, funny and quick. If orange juice trees burn down in all of Florida, is there a play for our Tropicana client?”"

Hmmmm... ... something tells me @garyvee studied Newsjacking extensively. And, maybe you should be getting a commission from his client professional fees ;-)

Tom Borgman

David, off topic for this post but just a quick and sincere congratulations on your Lifetime Achievement award. MUCH deserved for all your work in forming and driving the Narrative. Cheers.

David Meerman Scott

Thank you very much Tom. I really appreciate it.

Mary McNeight

Do you know of a service that could help those of who arent news junkies get notified early about newsjacking worthy topics for our industry?

David Meerman Scott

Hi Mary, Personally I go to Google News a few times a day to look for serendipity. And I use Google Alerts and TweetDeck to find things around keywords I already track. But its those "happy accidents" that can be the best and you need to have an open mind.

Serge

Agree on this.

Being in the middle of events and writing about it right away will keep your posts always fresh and valuable.

Thank you very much, David!

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