Tapping Trends: A step-by-step guide to assess trend relevance & brand fit

One of the biggest risks on social today isn’t missing a trend—it’s forcing one. By moving beyond chasing what’s popular and instead using trends as a strategic tool, brands can strengthen relevance, credibility and performance with intention, not impulse.

This session will offer a clear, repeatable framework for deciding when to lean into a trend and when to sit it out, so your brand shows up as culturally relevant without feeling forced or tone-deaf. You’ll leave empowered to confidently pursue the right trends and push back on the wrong ones, grounded in audience insight, brand fit and algorithmic impact.

• Reframe the role of trends from fleeting moments to a strategic lever that supports your broader social goals when used with intention
• Learn a fast, repeatable way to evaluate trend fit so you can ensure audience relevance and brand alignment before investing time or resources
• Build confidence in your decision making, allowing you to thoughtfully merchandise trends and clearly articulate when and why to pass

Kat Graham, Account Executive, PR, Social & Content –

Chicago-area native Kat Graham has built her career around her multidisciplinary interests in storytelling, digital culture and strategic problem-solving. She graduated from Gonzaga University in 2020 with a degree in public relations and has a certification in UX/UI design from Northwestern University, bringing a user-centered lens to her social and content work.

Kat joined Hiebing's PR, Social & Content team in 2024, leading and supporting social media strategy, PR and content development and community management for national brands across the construction, manufacturing and industrial industries. Her work spans paid social campaigns (including copywriting and ideation), influencer program support and long-form content—helping brands show up online with intention, consistency and cultural awareness.

Outside of work, Kat is active in the local music scene and creative community and is always finding inspiration at the intersection of art, music, history, culture and digital connection.

Erica Nasstrom, Assistant Account Executive, PR, Social & Content – Hiebing

Originally from Iowa, Erica Nasstrom relocated to Wisconsin in early 2025 and joined Hiebing as an assistant account executive on the PR, Social & Content team. An Iowa State University marketing graduate (roll clones), she supports integrated campaigns blending social strategy and storytelling for clients like CEFCU and Summit Credit Union.

Erica enjoys working collaboratively across teams to support social content, influencer efforts and brand storytelling. She values the connection between strategy, creativity and culture—an interest shaped early on by her love of music and theatre.

Outside of Hiebing’s walls (and green dome), Erica loves soaking in the energy that comes from good company and conversation. You’ll often find her socializing with friends and family or hunkered down catching up on the latest reality TV series.

• 7:30 – 8:00AM – check-in, coffee, and networking
• 8:00 – 9:15AM – presentation followed by Q&A

If you aren’t able to join us in person, our sponsor, Live Well Video will be LIVE STREAMING this event on our Social Media Breakfast Madison Facebook page, YouTube channel and on LinkedIn beginning at 8:00am.

• In Person at Dream Bank- 821 E Washington Ave, Madison, WI 53703 **Parking information HERE
• Virtual – LIVE on the Social Media Breakfast Facebook Page, YouTube Channel and on LinkedIn

• DreamBank
• Live Well Video
• VEDUB Media | Bryant Vander Weerd
• Melissa Carlson Creative
• Suttle-Straus
• Talent CPA

Event Venue & Nearby Stays

American Family Insurance - DreamBank, 821 East Washington Avenue, Madison, United States

Concerts, fests, parties, meetups - all the happenings, one place.

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