Looking for new ideas for social content to engage your talent community or consumers? You can capitalise on what's #trending, but proceed with caution...
To put your brand in front of leagues of new hearts and minds on Twitter (and even on Instagram), join the real-time discussion of what's trending. Sometimes called newsjacking, it's about involving yourself in a particularly hot topic that's being talked about online right now, using the trending hashtag to 'join the conversation'.
But remember, while leveraging 'what's hot' can definitely give your brand a nice little boost, it's not a tactic you want to use often.
Keep it Light
We'd generally recommend posting a funny or interesting tidbit that capitalises on a positive/lighthearted news item, rather than commenting on a more weighty topic where commercial presence could look in bad taste.
Keep it Authentic
If you do want to make your voice heard on a more serious trending matter, just make sure what you say is a true reflection of your organisation's values, not a shameless attempt to grab attention.
Keep it Relevant
And keep your audience firmly in mind when choosing what trend to join in a discussion on - trending topics are as diverse as our society, so you'll see things like Kim Kardashian's marriage and TV shows like XFactor or The Bachelor trending right alongside topics like the launch of the Apple Watch, or events of national and international significance. Only get involved if the topic is relevant to your audience,
And one final tip - just like at dinner parties - avoid conversations around religion, politics and sex... you're bound to offend someone!
A great example of what not to do is this thoughtless tweet by America's GAP fashion stores, shortly after Hurricane Sandy hit: