When it comes to social media, brand awareness is the name of the game. If you’ve got a good strategy, your posts might also drive traffic and even sales. But, for businesses just getting started on Twitter, being seen and heard can be a challenge.
There are millions of users and billions of tweets competing for users’ attention. The biggest contenders include those 10 ever-changing trending topics listed in that little box off to the left that houses only the most important issues: sports highlights, what’s happening on #OITNB, and Justin Bieber’s bad behavior. Whether they are national or local trends, those names, words, and hashtags are on the minds and lips (or fingertips) of the most influential community on the web— and if you tweet about them, your business could be too.
Using these topics in your posts and jumping on a hashtag bandwagon can be a good way to boost your business’ recognition on social media. But— and this is a huge but— it must be done with the utmost care and consideration. Abuse of trending topics should be avoided at all costs. Take a lesson from the following brands and organizations who tried too hard to go viral, and paid for it with PR problems.