When something is trending on social media, it can be tempting to jump into the conversation and add your two cents. Some of the trending topics as of this issue include #Thanksgiving and #WorldSeries2022. However, latching on to changing topics can sometimes do more harm than good.
Geoff Gates, the creative director of social strategy and content at Boathouse, says that many marketers don’t have a structured approach when it comes to approaching major world events and trending topics on social media. This is a big mistake that can cause irreparable damage.
During his time overseeing social media for the Los Angeles Lakers, Gates learned some key questions and considerations to keep in mind before latching on to social media trends. We share his thoughts in this issue of Promotional Consultant Today.
Will people be upset or notice if you don’t add to the conversation? Gates says this is the first question you should consider if you’re thinking about weighing in on a trending topic. He gives the example of Queen Elizabeth’s passing. Marketers and leaders should think about if they have any relevant connection to the topic that makes it appropriate to discuss. Be cautious not to join a trend just to check the box that you have posted something.
Have you done your research? Brands often look to leverage the power of real-time trending topics on platforms like Twitter to get speedy results, Gates says. While you can be timely with topics, jumping in too fast can have negative consequences. For example, he points out the hashtag #WhyIStayed that began trending years ago. At first glance, it seems harmless enough to join. But this hashtag consisted of people detailing their personal domestic abuse stories and their reasoning for staying in abusive relationships. Some brands didn’t do their research, jumped on the trend with lighthearted content and suffered the consequences, Gates says.
Do your actions match your words? Consider the murder of George Floyd in 2020. Gates says that many brands joined the conversation condemning racism, which is great on paper, but didn’t necessarily align with how they did business. For example, he says many of these brands showed behaviors that didn’t match what they said on social media, whether it was unfair hiring practices or pay and advancement discrepancies. A smarter approach, Gates says, would have been highlighting the actions their brand had taken to address racism internally and externally.
Have other people reviewed your post? When possible, have a few other people on your team take a look at your comment before posting it. Gates recommends asking them if what you’re planning on posting seems appropriate. Leaders should always communicate the importance of patience and sound social media strategy when addressing world events and trending topics, he says.
It’s important to pay attention to social media trends, whether you manage your company’s social media accounts or you aim to be an industry thought leader. Just be sure your comments are appropriate and relevant to the brand image you want to establish.
Compiled by Audrey Sellers
Source: Geoff Gates is the creative director of social strategy and content of Boathouse, a full-service marketing and strategy agency. Previously, Gates led the social and content team at the Los Angeles Lakers.
