Facebook news

Don’t Be Put Off by the Term. Newsjacking Works.

Newsjacking is a way to ride the crest of breaking news or a popular event to tell your story and gain valuable exposure that would be virtually impossible any other way. And mostly for free.

Newsjacking is a way to ride the crest of breaking news or a popular event to tell your story and gain valuable exposure that would be virtually impossible any other way. And mostly for free.

“Newsjacking is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”

David Meerman Scott hijacked this term to describe a new type of media relations that hops aboard a trending story or topic instead of trying to launch a story from a cold start. Not everyone in the public relations world thinks newsjacking is a great term or idea.

“As a public relations executive with more than 20 years of experience and a track record for creatively connecting clients to top-tier media opportunities, I was initially amused by the mashup ‘newsjacking’ – but only for about 30 seconds,” writes Tracey Boudine, vice president of Wise Public Relations. “Who wants to position themselves as an expert on hijacking news?”

Seen as a form of hijacking, the concept isn’t all that attractive. But that’s not really Scott’s point. In explaining his view on newsjacking, Scott says:

“When there is news in your marketplace, reporters and analysts are looking for experts to comment on the story. Newsjacking gets you media attention. With little effort.

"As a story develops in real-time, buyers become interested in products and services based on what’s happening now. Newsjacking generates sales leads and adds new customers. For free.”

One of the most appealing elements of newsjacking is that anyone who is plugged in can do it. “Newsjacking is being used right now by nonprofits, political campaigns, business-to-business marketers and individuals,” Scott says.

Since a lot of newsjacking involves social media, the cost is minimal. The premium isn’t on how much money you have in the budget, but on how much imagination you have in the brain. “News gathering happens in real time, and it can encompass anyone who steps forward quickly with credible input,” Scott says.

Boudin takes issue with calling Oreo’s Super Bowl tweet about dunking in the dark an example of newsjacking. She says the trending tweet is better described as “real-time, social media marketing.” But that’s semantics. “News” isn’t restricted to what’s covered by newspapers or TV stations.

In an amusing recent segment, Tonight Show host Jimmy Fallon noted that more people now get their news from Facebook than any other source. Then he provided some Facebook “news” examples: “Nobody Knows When to Unfriend a Dead Co-Worker” and “Wall Post Discussion About Pumpkin Spice Latte Still Ends Up About Obama.”

Those are fake headlines, but you get the point. News is what people make it. Newsjacking is just a tactic to surf on whatever news wave is sweeping by your target audience.

Don’t crinkle your nose over the term newsjacking. The concept works. Here is a great example from my PR colleague, Dan Keeney:

The Society for Heart Attack Prevention & Eradication (SHAPE) was frustrated by the slow adoption rate of its techniques to identify people at risk of an imminent heart attack. In the hours after former President Bill Clinton’s heart attack scare, Keeney coined the term “The Clinton Syndrome” and used it as an example of how SHAPE’s assessment process works to save lives. Keeney’s rapid response earned quality media coverage in major print and electronic media across the nation, including a cover story in TIME magazine. The exposure SHAPE gained from Keeney’s newsjacking of the Clinton heart attack scare created grassroots pressure and eventually led the American Heart Association to adopt guidelines based on SHAPE’s recommendations.

If you haven’t added newsjacking to your media relations arsenal, you are missing opportunities that literally are at your fingertips.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.

Facebook in the News for News Bias

Facebook faces new scrutiny as a news provider after a Gizmodo journalist exposed a liberal bias behind the company's Trending stories feature. Hoping to smooth things over, Facebook CEO and cofounder Mark Zuckerberg says he plans to meet with conservative leaders to explain how the tool the works. 

Facebook faces new scrutiny as a news provider after a Gizmodo journalist exposed a liberal bias behind the company's Trending stories feature. Hoping to smooth things over, Facebook CEO and cofounder Mark Zuckerberg says he plans to meet with conservative leaders to explain how the tool the works. 

Facebook has continued to surge as the leading social media site to become a trusted news source. But news reporting suggests that it’s Trending stories may be different than advertised.

With a billion active daily users, Facebook is a commanding platform for news. In the United States, 41 percent of adults are on Facebook and nearly two-thirds of the site’s users say they get their news there, according to a recent Pew Research Center study.

However, one of Facebook’s key news features – the Trending story box located in the upper right corner of the newsfeed – isn’t as objective or automated as Facebook proclaims. In reality, the workers behind the scenes – called curators – apparently have kept popular conservative stories from showing up in the feed.

Gizmodo technology editor Michael Nunez broke the news in a series of stories over the last two weeks, picking apart the inner workings of the Trending news team.

“Facebook’s news section operates like a traditional newsroom, reflecting the biases of its workers and the institutional imperatives of the corporation,” Nunez concluded after interviewing a handful of former Facebook contractors hired for the project. “Imposing human editorial values onto the lists of topics an algorithm spits out is by no means a bad thing, but it is in stark contrast to the company’s claims that the trending module simply lists ‘topics that have recently become popular on Facebook.’”

The Trending feature has been marketed more or less as an automated aggregator that pulls in and promotes the most popular stories on the web. However, the operation actually relies on a lot of help from real people who handpick what makes it on the list and what gets cut, regardless of how much web traffic a story attracts. As Nunez learned, the sausage-making is heavily shaped by personal biases.

“Depending on who was on shift, things would be blacklisted or trending,’ said the former curator. This individual asked to remain anonymous, citing fear of retribution from the company. The former curator is politically conservative, one of a very small handful of curators with such views on the trending team. ‘I’d come on shift and I’d discover that CPAC or Mitt Romney or Glenn Beck or popular conservative topics wouldn’t be trending because either the curator didn’t recognize the news topic or it was like they had a bias against Ted Cruz.”

Facebook executives initially denied allegations of censorship and liberal bias in their news promotion, but they now admit the company’s curators exercise some editorial control over the Trending section. The Guardian’s Sam Thielman dug much deeper into the situation after receiving leaked internal guidelines that not only confirmed Nunez’ reporting, but revealed how deep the rabbit hole really goes:  

“The guidelines show human intervention – and therefore editorial decisions – at almost every stage of Facebook’s trending news operation, a team that at one time was as few as 12 people:

  • A team of news editors working in shifts around the clock was instructed on how to ‘inject’ stories into the trending topics module, and how to ‘blacklist’ topics for removal for up to a day over reasons including ‘doesn’t represent a real-world event,’ left to the discretion of the editors.
  • The company wrote that ‘the editorial team CAN [sic] inject a newsworthy topic’ as well if users create something that attracts a lot of attention, for example #BlackLivesMatter.
  • Facebook relies heavily on just 10 news sources to determine whether a trending news story has editorial authority. ‘You should mark a topic as ‘National Story’ importance if it is among the 1-3 top stories of the day,’ reads the trending review guidelines for the US. ‘We measure this by checking if it is leading at least 5 of the following 10 news websites: BBC News, CNN, Fox News, The Guardian, NBC News, The New York Times, USA Today, The Wall Street Journal, Washington Post, Yahoo News or Yahoo.’
  • Strict guidelines are enforced around Facebook’s ‘involved in this story’ feature, which pulls information from Facebook pages of newsmakers – say, a sports star or a famous author. The guidelines give editors ways to determine which users’ pages are appropriate to cite, and how prominently.”

Following the eye-opening reporting, media scholars, journalists and news consumers alike are taking a collective pause to reconsider Facebook’s role as a news source. The stories could be a game-changer for the site, which continues to outpace the online marketplace in raising ad revenue, partly due to how heavily the public has come to rely on Facebook for news.

Not surprisingly, the strongest reaction has come from right-wing pundits and news organizations and conservative politicians. Key Republican leaders, like Congressman John Thune who chairs the Senate Commerce Committee , are demanding an explanation from Facebook and an investigation into how its Trending section works.

Facebook CEO and cofounder Mark Zuckerberg plans to meet with conservative leaders to discuss the controversy over the next few weeks. That will be particularly awkward for Zuckerberg, considering that Facebook is sponsoring this summer’s GOP convention. 

The company launched the Trending feature in 2014, hiring a small team of young, Ivy League-educated journalists to serve as its curators. The group is responsible for writing headlines and summaries and linking back to news stories inside the Trending feed. The curators work on a contract basis, and Facebook seems to be showing signs of cutting the contractors and moving instead to a more automated operation as the company improves its algorithm.

Exactly how this flurry of scrutiny will reshape Facebook’s Trending section and the social network's role as a news provider will take some time to play out. 

Justin Runquist is CFM’s communications counsel. He is a former reporter for The Oregonian, The Columbian and The Spokesman-Review. Away from the office, he’s a baseball fanatic with foolhardy hopes that the Mariners will go to the World Series someday. You can reach Justin at justinr@cfmpdx.com and you can follow him on Twitter at @_JustinRunquist.