Every day in social media there is a topic that grabs the attention of users across all platforms. For the past month it’s been the World Cup along with strife in the Middle East.
Last Friday though, the topic of Lebron James returning to the Cleveland Cavaliers was all the rage. Users from all over the world and many popular platforms were discussing it and its implications as the story continued to break.
For brands who wants to build their social media presence, it’s always a good idea to get involved in these conversations where appropriate.
What you always want to avoid is what is commonly referred to as “trendjacking”. This is where a user or brand elbows their way into an online conversation and tries to take over. It never feels natural and organic and has the potential to do more harm then good.
This doesn’t mean you have to get involved in every conversation and it is sometimes best to stay away from the serious stuff unless it directly correlates. When entering into more serious territory it’s best to not promote in any way.
If you are a digital manager or managing the social media account of a brand, than by all means get involved in big stories of sports, culture or community. The idea is to be part of the conversation without hijacking it.
Your content or posts need to be original and relevant, and the ultimate goal is to get involved without turning other users off.
The Lebron James signing is a great example because many brands on Twitter kicked into creative overdrive in order to take advantage of the increased activity. Some brands prospered from it and saw their clever posts retweeted, and others had to delete their tweets before the digital ink dried.
One of these brands was Tide, who came up with a funny tweet about how their product can “wash away the last four years”. It is believed they removed it because by using an image of Lebron’s jersey they could have encountered from legal trouble.
Just remember, it’s okay to get involved but as a brand you have no ownership over a conversation.