Your team is divided on social media timing for a campaign. How do you navigate the trending topic dilemma?

This is good advice. Lean on hero marketing philosophy when considering social media strategy. What are the topics that your PR audience is organically searching for, with regard to your clients' business or promotional goals. Build social campaigns that build off that organic desire for more predictable success.

To navigate the social media timing dilemma, understand what makes a topic trend. Trends often stem from current events, popular culture, or viral content, offering a chance to position your brand in key conversations. However, it's vital to ensure the trend aligns with your brand values and campaign goals. Evaluate the trend's relevance, longevity, and whether it overlaps with your target audience. If a trend is short-lived or doesn't resonate with your audience, it may not be worth pursuing. This strategic approach helps in making informed decisions about engaging with trends that truly benefit your brand.

Put a team of two in charge of making decisions on How to run campaigns. The decision on When to run them needs to be signed off by the leader of the group, with buy in from other team members, particularly if the social campaign is part of a larger strategy. If you are trying to seize the moment, empower those two in charge of the How also control the When.

In navigating social media timing, I prioritize data over trends. Analyzing audience behavior ensures we hit the right moment. Testing different time slots can provide clarity. The goal is to balance relevance with reach. "Timing is everything, but everything takes time."

In 2017, a major beverage company launched a social media campaign featuring a popular model in a protest-themed advertisement. The aim was to tap into the trending topic of social activism. However, the ad was widely criticized for trivializing serious social justice issues, leading to significant backlash. The company quickly pulled the ad and issued an apology, acknowledging the misalignment with its intended message. This incident highlights the importance of conducting a thorough risk assessment and ensuring that campaigns align with brand values and audience expectations to avoid potential controversy.

Stay focused on trending topics that deal directly with the business goals and specific customer base of the companies you represent. Think long and hard about weighing in on any topics which are emotionally charged: religion, politics, etc.

This comes back to hero philosophy. Focus your social media strategy on capitalizing off of what your target audience is organically searching for--and over a dedicated period of time.

During a major sports event, a snack brand saw an opportunity to engage with fans by creating playful, sports-themed memes. The team had an agile plan: content creators crafted memes in real-time, while a streamlined approval process ensured quick publication. Contingency measures allowed for on-the-fly adjustments based on live game developments. As the campaign unfolded, the team monitored performance and interacted with fans, amplifying engagement. This nimble approach enabled the brand to ride the wave of the event's popularity, boosting visibility and connecting with their audience effectively.

Have branded templates, copy, fonts, visual assets, etc.in reserve to execute efficiently. Use tools like Hootsuite, Hubspot, etc. to schedule posts on the most effective days and times.