Why Newsjacking Is the 80’s “Karate Kid” Move Your Social Media Needs

Picture this: It’s 1984, Ralph Macchio’s about to get creamed by Cobra Kai, but Mr. Miyagi reminds him there’s power in using your opponent’s momentum to your advantage. (Cue “You’re the Best Around!” 🎶)

Newsjacking is the “crane kick” of your digital marketing — a term I first heard from marketing strategist David Meerman Scott — except, instead of waxing cars and catching flies, you’re capitalizing on timely moments and getting your business noticed right when the world is already paying attention.

So, what does this have to do with your dental practice, travel agency, or consulting gig? A lot—if you want to stay relevant and top-of-mind.

This newsletter was inspired by a recent episode of The Big Biz Show, where we talked about newsjacking, real-time marketing, and why the brands that move first are usually the ones people remember.

LET’S GO DEEPER ⤵

🚀 Newsjacking: Your Fast Pass to the Spotlight

Newsjacking isn’t some shady way of cutting in line. It’s about seeing what’s trending in the news or online…and giving it your local or brand spin before the moment passes. Remember Oreo’s iconic “You Can Still Dunk in the Dark” post when the lights went out at the Super Bowl? Or Nutella’s playful leap onto the Artemis space launch headlines? (03:45)

The secret truth: Most people don’t remember who was the first to invent the crane kick. They remember who nailed it in the final round.

WHY IT MATTERS

Jumping in on a trending conversation lets you borrow the world’s attention—even if it’s just for a few glorious hours. When you do it right:

You look current (not dusty or dated)
You build instant trust (“Hey, these folks are in the know”)
You make your brand feel human, relatable, and ready for prime time

But (cue the record scratch), it’s not about jumping on every headline. Go for the fun, safe, and “everybody’s talking about it” moments. Steer clear of politics, tragedy, or anything spicy unless it’s definitely on-brand (03:13).

A SUCCESS STORY 📣

Oreo’s Super Bowl win wasn’t just luck. They had a social team ready to act the moment an opportunity hit (03:45). On the flip side: Red Lobster took 24 hours to respond to a golden Beyoncé shout-out…and got skewered. In the newsjacking game, timing is everything.

HOW THIS MIGHT LOOK IN YOUR BUSINESS

Let’s bring it home for periodontists, travel advisors, solopreneurs, and everyone in between:

Set Up Google Alerts for industry keywords or talk triggers so you’re first in line when news breaks (03:02)
Use AI tools (yep, that ChatGPT you’ve been curious about) to localize big stories or brainstorm clever ways to connect trending news to your audience (01:30)
Stay aligned with brand values—think “fun community events,” pop culture moments, or anything the majority of your customers will get a kick out of
Get a quick sign-off process in place for speedy, but safe, social posts (ask: Is it on-brand? Is it positive? Would my grandma cringe?)

TAKE ACTION TODAY 🥊

Your turn to strike like Miyagi:

Pick 1-2 industry topics or events you see everywhere right now—could be a movie, sporting event, or local news.
Draft a simple social post or story that connects the event to your work. Example: Dentist shares, “Even Tom Cruise needs a touch-up before Top Gun: Maverick 3!”
Experiment safely—run it by a trusted colleague if you’re unsure, and always keep it positive.
Schedule your post quickly—the window closes fast, so speed counts.

THE BOTTOM LINE

Social media, like Karate Kid, rewards those who can adapt, spot opportunity, and aren’t afraid to step into the ring. Newsjacking is your modern-day crane kick: timely, high-impact, and a little bit showy in the best way.

The best newsjackers? They’re not the loudest—they’re the most relevant. And when you’re willing to seize your moment, you’re truly “the best around.”