Warning: Possible a snarky post follows…

If I (we) ever do newsjacking, please grab pitchforks and raid our fortress.

Newsjacking is the process by which you interweave your brand, thoughts or content into breaking news, in real time, so you can get media coverage for yourself or your business.

Now, it’s not that I don’t get it, I do. But really, I don’t get it.

Holy crap, there’s a whole book on the subject: Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage by David Meerman Scott. Although I’m a little unsure if The Onion is your best first example to bolster your argument. (Watch the video. Hey Amazon, it’s the modern era, there’s a thing called embed.) Also, I’m really just kidding David.

This Whole Loop Thing Missed Me

Now, once again, I might be out of the loop here, but how does taking something popular and relating it to your own ideas or brand help?

I get why you do it — to capture attention with something hip and relevant. Plus it has the potential to attract some good but low-engaged traffic. Who doesn’t want low-engaged traffic, right? That converts like crazy, I’ve heard.

Well, how about this …

How about finding ways to make your ideas and concepts hip and relevant so they hit right to the heart of your target market? But I am with newsjacking, you say.

Well maybe, if your target market is…

An incest-driven, mid-life, meth-head zombie dragon who introduces themself with their last name first. Then it’s cool, go for it.

Or do we really think that “The leadership lessons you can learn from Rick Grimes” who just won zombie kill of the week is something you can relate to accounting? Really?

I think references to hip and popular topics are best used in passing as asides — not as the headline and the main thrust of the post or article. Just my 50 Cents, but I did just “newsjack” you into this post, didn’t I?

Here’s some good stuff: While searching for a definition of newsjacking (like, from the Urban Dictionary), I came across this really good post on Newsjacking: You’re Doing it Wrong. It’s full of great advice and examples, although I will say the hurricane app example from the Red Cross is really just about creating a solution to a problem with added targeted marketing and PR … not really “newsjacking,” in my opinion.

So what do you think? Am I completely off base here?