"We Aimed for Topicality, We Hit Indignity": Five Notes on Newsjacking in Social Media

Done right, topical tweets can achieve massive reach and coverage. Done wrong, your reputation can suffer a beat-down. With the Superbowl approaching, and hands hovering above keyboards, waiting to produce the next ‘Dunk in the Dark’ moment, it’s worth considering a few tips before you go rolling the dice.

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