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I really enjoyed reading your post and I appreciate your expert insight. Newsjacking is a very valuable PR strategy that I completely support and believe is a great way to boost your companies awareness.
However, I believe that during a serious event or dramatic crisis, like Hurricane Sandy, the opportunity does not seem appropriate. Many companies have received a great deal of negative criticism by using Sandy as a chance to promote an online sale or other inappropriate products. A co-worker of mine coined this behavior as "newsjack(ass)ing" and wrote an article in-sync with HubSpot's blog post, <a href="http://blog.hubspot.com/blog/tabid/6307/bid/33771/Is-Newsjacking-Hurricane-Sandy-Right-or-Wrong.aspx">"Is Newsjacking Hurricane Sandy Right or Wrong?"</a>
I'd love if you checked it out and provided your opinion: <a href="http://hmgcreative.com/blog/social-media-2/newsjackassing-pr-fail-in-the-wake-of-tragedy-and-crisis-2">Newsjack(ass)ing: PR Fail in the Wake of Tragedy and Crisis</a>
Social Media and Marketing Coordinator
<a href="http://www.hmgcreative.com">HMG Creative</a>
Great post Jason! I am a huge fan of Instagram and am wanting to integrate the platform into my Company's daily social media routine!