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

Kira Duval, Senior Account Executive, PR, Social & Content –

Madison-area native Kira Duval built her career at the intersection of storytelling, culture and digital connection. She graduated from the University of Wisconsin–Whitewater in 2020 with a degree in communications and an emphasis in public relations. She began her journey in social media working for a historic tile company, where she developed a strong foundation in brand voice, community engagement and creative strategy.

In 2022, Kira joined the Hiebing team, leading Culver’s social media and monitoring programs. Today, she serves as a PR, Social & Content senior account executive, overseeing Culver’s social media program, digital and social sweepstakes, and social community management efforts—ensuring the brand shows up with authenticity, relevance and a healthy dose of “Midwest nice.”

Outside of work, Kira is an avid reader with a soft spot for books that predate this century and is always trying to learn a new language—with varying levels of success, but plenty of enthusiasm.

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
• Serendipity Labs
• 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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