Le newsjacking et les réseaux sociaux : une combinaison gagnante ?

Abstract

The advent of social networks has radically changed the way brands interact with their audience. This communication channel has become a gold mine for advertisers since it is a large part of everybody’s life and represents a growing relationship marketing channel with previously inconceivable communication opportunities. To attract individuals' attention again, foster commitment and the brand-customer relationship, marketers are increasingly experimenting new communication techniques aimed at dialogue and consumer participation. Public’s predisposition to like, comment or share branded content with their entourage determines the success of the post. These actions allow brands to instantly expand their reach and make their content as viral as possible. A method called “newsjacking”, defined as the “art and science of injecting your ideas into a breaking news story so you and your ideas get noticed” (Scott, 2011), is increasingly used by brands on social media and demonstrates an overall improvement in their social performance. Are today’s headlines tomorrow ads? This thesis brings answers to this question and highlights whether newsjacking on social media is a solution for brand communication and its implications.