{"id":23105,"date":"2025-11-25T13:00:00","date_gmt":"2025-11-25T12:00:00","guid":{"rendered":"https:\/\/carontestudio.com\/blog\/?p=23105"},"modified":"2025-04-09T17:07:49","modified_gmt":"2025-04-09T15:07:49","slug":"newsjacking","status":"publish","type":"post","link":"https:\/\/carontestudio.com\/blog\/newsjacking\/","title":{"rendered":"Aumenta la visibilidad de tu negocio a trav\u00e9s de las noticias: Newsjacking"},"content":{"rendered":"\n<p>Hoy os traemos una t\u00e9cnica de marketing muy actual: el <em>newsjacking<\/em>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Qu\u00e9 es el Newsjacking<\/strong><\/h2>\n\n\n\n<p>El <em>newsjacking <\/em>es una t\u00e9cnica de marketing que consiste en <strong>aprovechar noticias de actualidad para generar contenido relevante y aumentar la visibilidad de una marca<\/strong>. Fue popularizado por <strong>David Meerman Scott <\/strong>y, en pocas palabras, se trata de aprovechar una tendencia medi\u00e1tica para hacernos notar, resaltar un producto o servicio, etc.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>En vez de traer la atenci\u00f3n del usuario a nosotros, vamos nosotros donde est\u00e1 la atenci\u00f3n del usuario.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Los <em>trends <\/em>o tendencias son el caldo de cultivo perfecto para desarrollar estas t\u00e9cnicas<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>C\u00f3mo realizar newsjacking<\/strong><\/h2>\n\n\n\n<p>Si te gusta lo que has o\u00eddo hasta el momento, puede que quieras usar esta t\u00e9cnica de marketing. Para ello, te aconsejamos seguir estos pasos:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Busca una noticia relevante<\/strong>: Monitoriza las tendencias y novedades que tengan relaci\u00f3n con tu sector. Tambi\u00e9n pueden ser noticias sin relaci\u00f3n directa, pero que sepamos unirlas con un toque creativo.<\/li>\n\n\n\n<li><strong>Reacciona r\u00e1pido<\/strong>: No busques un mensaje perfecto y pulido. La rapidez de reacci\u00f3n es clave para aprovechar el impacto medi\u00e1tico.<\/li>\n\n\n\n<li><strong>Crea una conexi\u00f3n<\/strong>: Crea tu narraci\u00f3n sobre la tendencia, puede ser una opini\u00f3n, una broma, etc. Cuanto m\u00e1s creativa sea la conexi\u00f3n entre ambas, m\u00e1s posibilidades tiene de continuar la viralidad.<\/li>\n\n\n\n<li><strong>Escoge el canal<\/strong>: El medio por excelencia para este tipo de contenido son las redes sociales, pero tambi\u00e9n se puede usar en blogs o en medios de comunicaci\u00f3n tradicionales.<\/li>\n\n\n\n<li><strong>Mantenlo vivo<\/strong>: Mueve la interacci\u00f3n, promueve los comentarios y resp\u00f3ndelos. No dejes que pierda el impulso.<\/li>\n\n\n\n<li><strong>Crea escuela<\/strong>: Si encuentras una manera en que te ha funcionado bien la reacci\u00f3n, intenta replicarlo en futuras acciones.<\/li>\n<\/ol>\n\n\n\n<p>Dicho esto, hay dos errores muy habituales en este tipo de estrategia, y  que pueden volver nuestro trabajo contra nosotros mismos. Desde nuestra experiencia como <a href=\"https:\/\/carontestudio.com\/marketing-estrategico\/\">agencia de marketing<\/a>, te recomendamos tener especial atenci\u00f3n en:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Evitar temas delicados<\/strong>: Hay temas con los que es mejor no bromear o que es muy dif\u00edcil que podamos traer a nuestro terreno si parecer unos interesados desalmados. Cuidado con esto. Personalmente, no soy de los que piensan \u00abque hablen de nosotros aunque sea mal\u00bb.<\/li>\n\n\n\n<li><strong>Evitar sonar forzado<\/strong>: Es importante que todo sea natural, o al menos lo parezca. Si no consigues encontrar una conexi\u00f3n, d\u00e9jalo pasar, ya habr\u00e1 otras tendencias. De igual manera, cuando pierda fuelle, debes saber dejarlo ir, no te aferres a ello como si no fuera a haber m\u00e1s oportunidades.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Beneficios del newsjacking<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<ul class=\"wp-block-list\">\n<li><strong>Visibilidad<\/strong>: Al aprovechar noticias virales, hay m\u00e1s b\u00fasquedas en las que puede aparecer nuestro contenido. Los algoritmos de las redes, adem\u00e1s, favorecer\u00e1n el contenido de actualidad o similares a otros que se est\u00e1n consumiendo.<\/li>\n\n\n\n<li><strong>Tr\u00e1fico<\/strong>: Consecuencia directa del anterior, podemos aumentar el tr\u00e1fico de nuestra web o redes de una manera sencilla.<\/li>\n\n\n\n<li><strong>Opini\u00f3n relevante<\/strong>: Al participar en conversaciones importantes, la empresa se define como un agente importante en el tema.<\/li>\n\n\n\n<li><strong>Barato<\/strong>: Apenas necesita inversi\u00f3n econ\u00f3mica, por lo que, comparado con otras estrategias de <em>marketing<\/em>, puede ser una forma econ\u00f3mica de ganar notoriedad.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"215\" height=\"159\" src=\"https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2024\/05\/image-9.png\" alt=\"Check\" class=\"wp-image-22784\"\/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ejemplos de newsjacking<\/strong><\/h2>\n\n\n\n<p>Puede que ya hayas visto alguna de estas campa\u00f1as y se te haya pasado por alto el uso de esta t\u00e9cnica. Veamos algunos casos en que la aplicaron muy correctamente:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><strong>Ford y las mujeres sauditas<\/strong>: Cuando en 2017 sali\u00f3 la noticia de que las mujeres podr\u00edan conducir (no es que no pudieran, es que no les dejaban), Ford supo aprovechar la tendencia para realizar una campa\u00f1a con una creatividad muy sencilla pero potente.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"443\" height=\"312\" src=\"https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/ford-newsjacking.jpg\" alt=\"Newsjacking de Ford sobre las mujeres conductoras en Arabia Saud\u00ed\" class=\"wp-image-23114\" srcset=\"https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/ford-newsjacking.jpg 443w, https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/ford-newsjacking-300x211.jpg 300w\" sizes=\"auto, (max-width: 443px) 100vw, 443px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns flex-md-row-reverse is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><strong>Oreo y en la oscuridad<\/strong>: Los anuncios de la Super Bowl est\u00e1n tremendamente cotizados, son de unos precios desorbitados, precisamente, porque un mont\u00f3n de gente est\u00e1 pendiente del evento. Durante la Super Bowl de 2013 hubo un apag\u00f3n y Oreo supo aprovechar este momento para publicar un <em>tweet <\/em>con la frase \u00abYou can still dunk in the dark\u00bb (\u00abTodav\u00eda puedes mojar la galleta en la oscuridad\u00bb). A la propia audiencia interesada en la Super Bowl se le suman los curiosos que quieren tener noticias sobre lo sucedido. Fue una forma muy econ\u00f3mica de aprovechar el inter\u00e9s en este evento.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"414\" height=\"499\" src=\"https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/oreo-newsjacking.jpg\" alt=\"Newsjacking de Oreo\" class=\"wp-image-23115\" srcset=\"https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/oreo-newsjacking.jpg 414w, https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/oreo-newsjacking-249x300.jpg 249w\" sizes=\"auto, (max-width: 414px) 100vw, 414px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\"><\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>House of CB y su tiro errado<\/strong>: Vamos con un ejemplo de mal uso. Esta marca lanz\u00f3 una l\u00ednea de ropa llamada Aurora y quiso aprovechar el <em>hastag<\/em> que ya exist\u00eda con muchas b\u00fasquedas. El problema fue que, en ese momento, se estaba usando para hablar de un tiroteo en la ciudad de Aurora. La asociaci\u00f3n fue terrible, ya que banalizaba un suceso delicado y muy reciente. F\u00edjate en el propio t\u00edtulo de este punto (puesto adrede para remarcar este tipo de problema), que de dirigirse en ese momento a ese p\u00fablico, tendr\u00eda el mismo problema.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"544\" height=\"248\" src=\"https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/aurora-newsjacking.jpg\" alt=\"Ejemplo de mal newsjacking\" class=\"wp-image-23116\" style=\"width:410px;height:auto\" srcset=\"https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/aurora-newsjacking.jpg 544w, https:\/\/carontestudio.com\/blog\/wp-content\/uploads\/2025\/04\/aurora-newsjacking-300x137.jpg 300w\" sizes=\"auto, (max-width: 544px) 100vw, 544px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns flex-md-row-reverse is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><strong>Uber te anima a no viajar<\/strong>: El caso de Uber es interesante. En plena pandemia de COVID-19, con la problem\u00e1tica de salir a la calle y un negocio que se basa en viajar, cre\u00f3 una campa\u00f1a publicitaria donde anim\u00f3 a la gente a quedarse en casa. Esto es un buen ejemplo de newsjacking, pero tambi\u00e9n tiene relaci\u00f3n con el markitng sostenible.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Thank You For Not Riding | Uber\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_e8XLnMiCOE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusi\u00f3n<\/strong><\/h2>\n\n\n\n<p>El <strong>newsjacking<\/strong> es una t\u00e9cnica de marketing que aprovecha las tendencias para dar visibilidad a nuestras marcas. No es costosa, pero es arriesgada, pudiendo ir contra nuestros intereses iniciales. Evita temas delicados y, si la reacci\u00f3n no es la esperada, no dudes en retirar la campa\u00f1a e, incluso, pedir perd\u00f3n si fuera necesario.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hoy os traemos una t\u00e9cnica de marketing muy actual: el newsjacking. Aumenta la visibilidad de tu negocio a trav\u00e9s de noticias y trends<\/p>\n","protected":false},"author":2,"featured_media":23122,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52],"tags":[],"class_list":["post-23105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Newsjacking: Aumenta la visibilidad a trav\u00e9s de noticias - Caronte<\/title>\n<meta name=\"description\" content=\"Hoy os traemos una t\u00e9cnica de marketing muy actual: el newsjacking. 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