Newsjacking on Social Media

This week saw the arrival of the Royal baby, or #RoyalBaby if you’re on social media, and with the news came the inevitable newsjacking.

So what is newsjacking? It’s using real time breaking news to add your own angle or agenda in order to generate engagement among your followers, promote a relevant product or services and hopefully gain some new followers at the same time.

So how did charities ‘newsjack’ #RoyalBaby? Here are some examples:

Dogs Trust offered tips and advice for introducing the new baby to Kate and William’s dog:


Macmillan South East promoted their fundraising efforts for Macmillan:


The RNLI  and Breakthrough Breast Cancer went down the ‘congratulations’ route but cleverly tied it in with the Royal’s personal connection to the charities: 

This photo is from the launch of the RNLI lifeboat in Anglesey and was the couple’s first official Royal engagement after announcing the news of their engagement.




The link in the tweet takes you to Breakthrough’s website to a page on why Prince Charles is a patron.Doctors of the World chose to highlight the plight of children and mothers in Africa and brought more of a serious message to the news of the arrival: 



Here are some tips for newsjacking:

1. It’s obvious but timing is everything. Hashtags don’t trend for days on end so you need to act fast

2. Choose your newsjacking topics wisely – it’s not a good idea to newsjack natural disasters or tragic events as Gap learnt…



3. There needs to be a natural connection. Don’t newsjack topics that aren’t somehow aligned to your organisational goals

2 thoughts on “Newsjacking on Social Media

  1. Pingback: Five top tips for building online communities | Kirsty Marrins

  2. Pingback: Top charity use of trending news stories | Kirsty Marrins

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