A prime example of “newsjacking” is the “crocodile insurance” offered to President Obama while on a trip to Australia. Alaska Airlines and Hawaiian Airlines are smaller industry players that use social media to connect with customers. Nathan’s Hot Dog Eating Contest is a prime example of a PR stunt with longevity. “Activist consumers”—empowered by social media—are demanding more ethical behavior from businesses. In 2011 Barefoot Wine and the Surfrider Foundation teamed up to clean 21 beaches nationwide.
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