Social media and tapping into current situations; it seems inextricably linked. Major brands such as Heineken, Oreo and KLM are known for their funny and sharp posts on social media that earn them a lot of extra attention. Meanwhile, the public also expects these types of companies to tap into current boston f president collins said she is inclin to continue situations. But in which situation do you make a tap into? When do you tap in and
when do you drop out?
What is a hook?
Hook-in specialist Gonnie Spijkstra defines a hook-in as ‘An advertisement whose central theme refers to a current event, news or a trending topic.’ These can be fixed days such as Christmas or Budget Day, but also unexpected events such as a hurricane or a power outage. Companies that hook into topics that are ‘the talk of the town’ and do this well, can become part of this conversation. This results in extra attention and often also sympathy for the brand. This is also referred to as ‘newsjacking’ or ‘real time marketing’. A variation on this is companies that hook into each other’s messages. In these types of cases you often see that messages ‘go viral’. A well-known example is caseno email listthe one-two punch between Chocomel and KLM .
Another form of hooking in is companies responding to consumers – with or without much influence – via social it seems they got their proposal rightmedia. You could see this as an engagement hook. The Best Social Media awards even has a separate category for this: ‘best response to a consumer’.
Communication management student Annechien Tiggelaar has published
Could you see it coming?
It happens that you have been sleeping. You can watch Ice Bucket Challenge videos for days, but forget that your director could also be nominated. It is a shame if you have to get to work at the drop of a hat, while if you had been sharper, you could have prepared in more peace.