Just because something happens doesn’t mean you have to take advantage of it for your brand. There’s a difference between being clever and being annoying, and forcing the royal baby into your content schedule for the sake of a post is spammy, not clever. An example? The summer’s weirdest trend: Hot Dogs, or Legs? Brands that sell hot dogs jumped in, and that made sense because, well, they sell hot dogs. Brands selling outdoor gear, on the other hand? A less clear connection that looks like a desperate plea for engagement. The saying that any content is good content is false. Keep it grounded in your brand’s footprint.
The worst community management offense is arguably what I call “hit and run.” Different from the neglect I called out in 2011, abandonment happens when a post has been made by the brand, but then the brand drops re-engagement completely.