We Don’t Have "Entertainment Moment Today", But We Cannot Be Absent…

Less than one hour after the earthquake in Ya’An, China, where hit by earthquakes twice in the latest five years, WangYi News updated its “Earthquake Feature” all over their website across platforms. In the golden position of their front page, there are Deaths, Disaster Area, Situation, Reactions, On the Spot, Details and Witness. In order to morn the death, they made their web page black tone. 

I use WangYi App in my iPhone a lot. One of the must-see is “Entertainment Moment Today ”. It’s about short jokes or funny stories related to the news happened in each day. But what I see today is"  Moment Today" with the sub-tittle “We don’t have entertainment moment today, but we cannot be absent”. In the “short story” from a first person statement, they said: 

"Nobody slept well in the early morning today, everyone is caring about the earthquake. What made us alert is not the earthquake, but earthquake again. Like most of you guys, what I am able to do is to reload the weibo (Chinese Twitter) and update the news. Like most of you guys, I donated money to the disaster area and hope it could help a bit."

They also said:

“Entertainment Moment Today” is to make our life relaxed, but we also have to be optimistic when we have problems. In this moment, we are here as always, and we hope everyone does well. We believe everything will be fine. 

At the time when I am writing this poster, “  Moment Today” received 9,145 follow ups, which is three times than the comments in ordinary day. 

I believe this is a great newsjacking, as the top News App, WangYi could donate to the disaster area, actually they did ($800,000). But what they could contribute more is to call on everybody, not only update the latest news, but also spread the optimistic belief to the public. I think they did!!! Their fast reactions to the news made them the top search result in the Baidu Search , and without doubt, their sympathy to the death could receive a great respect from the public. 

As a WangYi reader, I can tell I’ll be one of the more loyal readers from today.

P.S. Newsjacking is the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. 

                                                      ---David Meerman Scott