Written by: Vickie Sullivan  |  December 20, 2022

Should You Comment on Every Trending Topic?

It’s become status quo to comment on hot topics to get attention on social media. Now that nearly everyone provides generalized color commentary, though, maybe it’s time to hold back.

Different kinds of topics require different responses on different platforms. Here are the top two types of events and when to respond in each:

• Big (and unrelated) events: This year we’ve had plenty to discuss, from the Queen of England’s passing to devastating hurricanes. Unless the events directly impact your business, it’s OK to not comment on them. If you feel strongly about saying something, keep the posts short and sweet. Express the emotional side of the issue. Focus on reaching out to help. But don’t share similar stories. (It’s not about you.) For content, you can include some unrelated developments as examples when making a point that pertains to your community. But do so sparingly.

• Big (and directly related) events: These are usually major developments in your industry. The key here: Stay in your lane. The area will be flooded with comments and predictions, so stay focused to cut through the noise. Examples: explainer posts that dive into the nuanced impact or social media discussions that drive engagement.

Listen: How to Use Controversial Political Topics in Your Content Marketing 

Hot topics is very crowded space right now, as many voices use them to get attention and be heard. By scaling back and being laser-focused on what and when to respond, you save your energy (and your community’s attention span) for the top priorities.

Now Read This:

• What You Share on Social Media Says a Lot About You
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road