--- title: Insensitive Newsjacking leads to social media firestorm image: https://www.davidmeermanscott.com/hs-fs/file-1604684757-jpg/blog-files/6a00d83451f23a69e2017d3fc797e0970c-320wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2013/01/insensitive-newsjacking-leads-to-social-media-firestorm.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Insensitive Newsjacking leads to social media firestorm January 11th, 2013 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1604684757-jpg/blog-files/6a00d83451f23a69e2017d3fc797e0970c-320wi.jpg?width=320&height=193&name=6a00d83451f23a69e2017d3fc797e0970c-320wi.jpg) My friend Jim Stewart who is CEO of a [Melbourne digital marketing firm](http://stewartmedia.biz), points us to an example of inappropriate [newsjacking](https://www.newsjacking.com). [![Bushfires500](https://www.davidmeermanscott.com/hs-fs/file-1604684757-jpg/blog-files/6a00d83451f23a69e2017d3fc797e0970c-320wi.jpg "Bushfires500")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2017d3fc797e0970c-pi)Recently, Australia has been hit with [devastating bushfires](http://www.theage.com.au/environment/weather/tasmania-engulfed-by-catastrophic-level-fires-20130104-2c8j1.html). The damage has been especially great in Tasmania. People's property has been destroyed and many are homeless. Into the disaster jumped [SellItOnline](http://www.sellitonline.com.au) saying they would donate electric generators to the victims of the Tasmanian bushfires in return for people who "like" the [SellItOnline Facebook page](http://www.facebook.com/Sellitonline.com.au?fref=ts). The company received backlash from many of its 1,500 fans, who accused the company of taking advantage of the catastrophe. This led to [people writing about the insensitivity](http://www.smartcompany.com.au/internet/053644-online-business-slammed-after-offering-donations-for-tasmanian-bushfire-victims-in-exchange-for-facebook-likes.html) which led to discussion on social networks. The post has since been deleted. We learned from the Hurricane Sandy newsjacking attempts that negative stories are very dangerous to attempt to newsjack. This example is in poor taste because the company was attempting to use the disaster to gain Facebook "likes". Had they just donated generators to the victims, they might have gotten some positive buzz. Newsjacking is a powerful tool. But the potential to backfire is large when the story is a negative one. *Image: au.news.yahoo.com* [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Worst Practices ](https://www.davidmeermanscott.com/blog/topic/worst-practices) [ Newsjacking ](https://www.davidmeermanscott.com/blog/topic/newsjacking) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Pirated%20books.jpg?width=1500&height=1000&name=Pirated%20books.jpg) ### Move Fast and Steal Things: Meta Pirated 53 of My Books and Stories to Train Their AI March 26th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/move-fast-and-steal-things-meta-pirated-53-of-my-books-and-stories-to-train-their-ai) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Toyota%20website.jpg?width=1253&height=822&name=Toyota%20website.jpg) ### Automaker Website Frustrations Push Buyers Elsewhere December 10th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/automaker-website-frustrations-push-buyers-elsewhere) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Do%20not%20play%20Yamaha.jpg?width=1500&height=1125&name=Do%20not%20play%20Yamaha.jpg) ### Please Do Not Play Without Permission November 12th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/please-do-not-play-without-permission) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Teen%20and%20Young%20Adult%20AI.jpg?width=1338&height=886&name=Teen%20and%20Young%20Adult%20AI.jpg) ### Generative AI Not Understood By Young People… Educators Are To Blame July 9th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/generative-ai-not-understood-by-young-people-educators-are-to-blame) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Crush%20Apple%20video.jpg?width=1500&height=845&name=Crush%20Apple%20video.jpg) ### Apple’s Soul Crushing, Creator Destroying Metaphor for what AI is Doing to Society May 8th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/apples-soul-crushing-creator-destroying-metaphor-for-what-ai-is-doing-to-society) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_126631127.jpg?width=1500&height=999&name=shutterstock_126631127.jpg) ### Customer Testimonials Are Not Effective Storytelling March 26th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/customer-testimonials-are-not-effective-storytelling) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/we%20annoy%20our%20clients.jpg?width=1000&height=670&name=we%20annoy%20our%20clients.jpg) ### We Annoy Our Customers March 5th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/we-annoy-our-customers) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_272153462%20copy.jpg?width=1000&height=628&name=shutterstock_272153462%20copy.jpg) ### Legal Caution vs. PR Clarity: University Presidents' Legal Advisors Muddled Congressional Testimonies December 19th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/legal-caution-vs.-pr-clarity-university-presidents-legal-advisors-muddled-congressional-testimonies-on-antisemitism) [![Man holding a tablet computer with tip options](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_2328873613.jpg?width=1500&height=1000&name=shutterstock_2328873613.jpg) ### Just Because You Can Doesn’t Mean You Should October 19th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/just-because-you-can-doesnt-mean-you-should) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/max%20logo%20win.jpg?width=925&height=621&name=max%20logo%20win.jpg) ### Max Mayhem: Warner Bros. 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