Branding and Marketing, especially via Social Media is not all about staying up with the latest trends and challenges. That can be a small part of it, but should not be your entire strategy.

I had an interesting discussion yesterday around the desire to hire someone who 'is on top of all the latest trends, challenges and everything happening on social media' so they could elevate their brand name. The idea is to hop on all the trends to get their name out there.

That can make a brand feel great by generating thousands, maybe millions of hearts.

But do those hearts translate to brand followers who then convert to brand fanatics?

Maybe. Could happen. Probably not.

There's a difference between 'going viral' garnering millions of views and hearts vs. building your brand and brand loyalty.

Thumb fans click hearts and move on.

Building a brand means creating content that causes people to stop scrolling and lean in to what you have to say. Even better is when they click through to your website to learn more. Now you've got them interested in your brand, not some trendy clip.

THAT is the ultimate goal of any social media campaign. Create brand fanatics and brand loyalty.

You know what's better than being a follower with the latest trends?

Being a leader and starting the trend, starting the challenge, starting the hashtag. Need proof? One word: Apple.

Collaborating with the right mix of social media talent, not influencers, but diverse social media talent to start and build trends. THAT's more interesting to me as a brand marketer than just being a follower.

Don't get me wrong, when the trend/challenge/hashtag aligns with the needs of the brand, sure have some fun with it.

But stay true to your brand, your message, your growth.

Gaining 1000 fanatics who purchase your product and 'spread the gospel' throughout their network is much more valuable than 10M hearts with no follow-up action.

Find your voice. Be a leader. Stay true to yourself.