If you are able to post newsworthy topics in your social media posts (not just for the sake of getting likes and views, but adding some will discussion), it can add a relevance and credibility to your content creation output. It will make you look good to fans by showing you as a brand that is at the forefront of new trends within your industry (and in the case of Facebook, its algorithm to show timely, trending stories near to the top of the News Feed possibly leading to higher engagement)
Use tools like Google Alerts and Feedly to be notified of breaking stories when they happen, or sites like Buzzsumo to hunt down trending tweets and topics related to almost any subject. The cookie company Oreo is an expert at using this tactic. for example, at the end of 2013, it posted a short video clip accompanied by the text:
“We’re officially counting down to the last dunk of the year”
and to celebrate the USA’s Mars Rover robot successfully landing on the Red Planet, it posted a photo of an Oreo cookie with a red-cream center imprinted with robot tracks, and paired it with the caption:
“Now, to perfectly land an oreo cookie in milk.”
In addition, some of the most viral posts on social media are linked to one-off dates or celebrations throughout the year. Holidays like Christmas, Thanksgiving, Easter, Mothers Day, Father’s Day, Halloween, or special days like St. Patrick’s Day, the night of the Oscars, etc. are feel-good occasions and easy to create content for, e.g., wishing your fans a happy time sharing a fun fact, asking a holiday-related question, e.g.,
“How many Easter can you see in this photo?”
or suggesting how your product or service can best be utilized at the particular time of year. Beyond that, there are even more “niche” occasions that might resonate with your fans and will display your brand’s relevance: things like the release day of a big movie, Talk Like A Pirate Day, Movember, or International Coffee Day. Mark all o the most relevant dates in your calendar, and prepare content ahead of time in order to “celebrate” them with your audience.
When you do use the above strategies, it is important to do so in the right manner, and appropriate tact. Avoid hijacking popular cultural events for the sake of it. especially if you cannot make the associated content relevant to your business. Try to do it in a way that doesn’t come across as blatantly opportunistic. Spagettio’s learned this lesson the hard way via a tirade of negative feedback after it commemorated the anniversary Pearl Harbor with an image of a spaghetti hoop holding the of the United States.