As a brand, a question that is quite difficult to answer is whether to comment or not on the trending topics. The first thing to consider is relevance. Is the topic relevant to your brand? Can you add anything productive to the discussion? The second thing is context. Understand the context of the conversation. Do not go down the road travelled by other tone-deaf brands.
If you are commenting on a major event, remember to be compassionate, especially if it’s an accident or a catastrophic event. And lastly, be a part of the conversation. Do not respond harshly to the critics but engage in a constructive conversation with them.