The Bandwagon Effect occurs when the rate of interest in a belief, fad, idea or trend increases because others have already adopted it. The "all my friends are doing it" defense can be translated to the online media department. In this post, I'll reveal some ways in which trending topics can be used to a small business's benefit. 1. Carpe Diem

In this instance, it's really seizing the moment (occupandi temporis) but carpe diem has a better ring to it. Social media platforms such as Facebook, Twitter and YouTube are busy intersections on the internet. Constantly moving and morphing with each event, meme, celebrity pitfall and news update. Your business should be "in the know" when it comes to trending topics on these platforms. Your relevancy online will be determined by what you post and tweet about on a daily or weekly basis. Things like #wednesdaywisdom, #motivationmonday and any reoccurring holidays are some of the basic trending topics that businesses should try to take advantage of when they pop up. Keep in mind with all this overloading of information we see everyday our attention span is stretched thin. According to a Microsoft study, after about 8 seconds we check out and move on. Being in the moment as a business is key to having consistent and relevant content.

2. Be Wary of Certain Topics Not every trending topic requires your input. Some things might be not be suitable for your industry or might be linked to something inappropriate, if you don't carefully research the hashtag or topic. For example, If you're a business that sells graphic design t-shirts, posting or tweeting about serious news or politics might be a little off putting your followers and fans. That being said you don't need to hop on every trending topic you see. This can make you look spamy and devoid of any original content or ideas. Staying on top of trending topics improves the relevancy of your business online but over doing it could hurt you in the long run.

3. Improve Your Social Listening

One of the main benefits of researching trending topics on various social platforms, is the ability to find out what your prospects and customers are saying online. Social Listening can help you understand customer needs without them having to fill out a survey or speak on the phone with one of your reps. It's the ultimate way to navigate the online customer service realm. Trending topics about your industry and competitors can give you insights to pain points, common questions, and new ideas for content. It's more than just keeping up with the royal wedding or seeing what new the meme. This is chance for you to become a thought leader in your industry and get you closer to achieving your business goals.