Working in the communications industry, we all know that social media can be destructive as well as productive if it is not used properly, and that is especially true when it comes to social media trends.

Social media trends can be one of two things: an action or activity that is popular on social platforms; or a topic of relatively fleeting interest. Due to the constant circulation of information on social media, identifying trends requires a consistent social media presence. 

The real challenge is to know how to implement trends effectively (should you choose to). PRs must know how to successfully navigate social media and how to identify the trends which might boost their presence, as opposed to those which could harm their reputation. 

Good foundations

Simply following social media trends is not enough to expect quality following and engagement. PRs should first establish a robust social media presence, with layout, design and content working in accordance with brand guidelines. Good foundations are critical. The following should be made up of a healthy mix of stakeholders, including clients, team members, journalists, suppliers and influencers, among others.

Strive to gain visibility, even if your follower base is relatively small. This can be achieved by searching for relevant content and interacting with organisations and individuals who are commenting on these subjects. Join the conversation by reposting, reacting and adding your own comments if you have something worthwhile to say. Social media should never be a monologue — it’s a two-way conversation. Don’t forget the ‘social’ in social media!

Do it well or not at all

There are so many social media platforms out there, keeping up with all of them can be exhausting. And time consuming. But you don’t have to have a presence on them all, especially if you feel the audience or tone isn’t right for your business. Instead, it’s better to be really great on fewer platforms and to work towards owning a larger share of the voice.

By focusing on a few, you will appear more present and interactive, as opposed to becoming overwhelmed by the task. Once you’ve decided on your platforms, it is essential to be active on them. There is nothing less enticing to a visitor than finding a dormant social media page. 

Joining the trends

Once you’re established on your chosen platforms and feel ready to partake in a trend, keep in mind that it is important to ‘screen’ a trend before deciding whether to engage. Start with the source (the creator) of the trend, and understand their character and motive. If you feel their values aren’t aligned with yours, it may be best to steer clear.

If the source is unknown, the next step would be to look into responses revolving around the trend. If the majority show positive and encouraging results, then it is most likely safe to partake, but do your due diligence, especially when your company’s reputation is potentially at stake.

Be practical

Weigh up the practicality of being part of a trend or movement, before partaking. For example, live streaming was extremely popular in 2022, and that may work for you if you have the time and resources to dedicate to it, but if not, consider alternatives, such as 

short videos on Twitter or Facebook, Tiktoks or Instagram reels. 

In terms of re-creating ‘trending content’, consider the relevance to your company before joining in. If it’s out of sector, irrelevant or jarring with brand values, the best option might be to let it pass without getting involved. Also consider whether you should or need to get involved in discussions surrounding events or movements that do not directly concern your business. While you may want to voice your company’s support to a cause, to show stakeholders where you stand on ethical matters, actions are always more powerful. Backing your words up with positive and concrete actions shows you do more than just pay lip service.

Identifying negative trends

Negative trends can result in inciting hate and bashing a targeted individual or group. Companies who decide to join the trend often do not do so with any malicious intent, but can get swept along with the conversation, especially if they feel commenting is better than silence. Knowing when to leave a situation alone is paramount.

Be wary also of the use of hashtags. They can be great for search and maximising interactions; however, familiarise yourself with the hashtags you’re using and be confident they’re drawing the right audience. The focus should be on relevant hashtags, rather than popular yet irrelevant ones which just so happen to be trending.

The overuse of hashtags can not only negatively impact the way a post looks, but also the company’s credibility. Too many hashtags creates a less concise post, which diverts from the target audience and questions the company’s understanding of social media. 

Vanity followers

A trend which we would definitely offer a word of caution against, is buying followers/likes.  It is natural for companies to wish for a larger audience; however, purchasing vanity followers is rarely a good solution. A large following will result in a disproportionately small engaged audience, which is a sure way to identify accounts which have been run in this way — not a positive sign for a visitor.

And finally…

Although social media trends change, often rapidly, social media in the world of PR is here to stay. It is yours to explore, enjoy and benefit from. Just be sure you make your conversation decisions wisely and authentically. Just because it’s being talked about, doesn’t mean you have to join in. But when you do, do so with passion and integrity, and preferably with real life action.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]