Missing a Newsjacking Layup

When Villanova's men's basketball squad made it to the Final Four, the university seized upon the chance to show off its academic prowess on LinkedIn. But the execution fell flat, as Villanova failed to capitalize on an easy newsjacking opportunity.

When Villanova's men's basketball squad made it to the Final Four, the university seized upon the chance to show off its academic prowess on LinkedIn. But the execution fell flat, as Villanova failed to capitalize on an easy newsjacking opportunity.

 

Villanova University turned a sure newsjacking score into a flubbed layup.

After Villanova's basketball team made it to the Final Four, the university turned to LinkedIn to tout its players’ 100 percent graduation rate. Smart. However, the link attached to its intriguing newsjacking post took viewers to a stale college catalogue explanation of Villanova and its virtues. Informative, but hardly a match for the newsjacking tease.

Newsjacking is the slick pass to capitalize on news events to grab attention. But that's only half of the play. You can’t just dribble the ball, you need to take the shot and score points with the audience you attracted. 

Obviously overlooked were short video vignettes from the Villanova players about their academic experience. Other options might have been a snappy video tour of the campus, showing off what makes Villanova different and its academic atmosphere, or testimonials from successful Villanova alumni.

Almost anything would have been better than a page ripped from the college admission handbook, which came across like a two-handed set shot.

They clearly missed a clear-court layup, but after Villanova’s scorching, historic victory over Oklahoma in the semifinals, it has another chance in the championship game. They have great footage from the basketball court. They need to team it with some compelling off-court footage, which shouldn’t be too hard. After all, it’s just a layup.