The Hotline talks about disruptive events, both fun and serious, on your social media calendar. Plus, get a 60-second marketing idea and get help from this week’s Shortlist.

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— Ann Gynn

I plan my social media posts in advance. Then, something timely pops up — breaking news, a culture moment, even a weather event — and I wonder: Do I stick with my planned post or swap in something fresh?

Kudos for building a social media calendar. It saves time, keeps you consistent, and prevents the “oh no, I haven’t posted in two weeks” panic. Evergreen content has a place — it moves your business forward.

But planning doesn’t mean you lock yourself into autopilot.

Paying attention to what’s happening around you — the good, the bad, and the fun — keeps your content human and relevant. That’s especially valuable for solo entrepreneurs and creators. People follow you, not just your business.

Here’s a simple test to decide if you should switch things up.

I shared this idea in a Content Marketing Institute article because it works:

On a scale of 0–10…
1. How much does this news/event relate to my business?
2. How much does this news/event affect my target audience?

If either one comes in at 7 or higher → interrupt your calendar and post.

If both score 6 or lower, don’t dismiss it yet. Sometimes the value shows up in a more creative angle.

Not all timely posts are breaking news. Here are three flavors to play with:

Yesterday in Cleveland, snow piled up. Schools closed. Businesses closed. But some brands also had fun with it.

Malley’s Chocolates posted: “The weather has us thinking … it’s a great time to build a snowman!”

They turned a local moment into a playful variation of their product, even sharing DIY snowperson kits to extend the connection outdoors—no heavy messaging, just relevance + delight.

The Village Rose Deli responded to the news of Grateful Dead’s Bob Weir’s passing. Employees were saddened and planned a special evening to honor him.

Did it relate directly to the deli’s offerings? Not really. Did it show the humans behind the business? Absolutely.

Your audience follows you because you’re a person, not a corporate billboard. Personal moments remind them of that.

Sometimes a moment calls for clarity on who you are and what you stand for.

Today, the leader of an organization designated an LGBTQ+ hate group by the SPLC is scheduled to speak at the City Club of Cleveland. In response, community members asked individuals and companies to replace their profile photos with lavender to show support.

As a solo entrepreneur, I wanted my followers to know where I stand — so I changed my profile photo for 24 hours.

Values-based posts won’t be right for every moment, but when they are, they deepen trust with the people who matter. (And sometimes, no response or reaction is a statement, too.)

Here’s the simple philosophy or rule to follow: Evergreen content can wait. Relevance has a short shelf life.

When a moment affects your audience, aligns with your values, or gives you a creative opening, it’s usually worth disrupting your plan.

Just drop that evergreen post into a future slot, and get current.

Got a question you’d like me to answer in a future edition of The Hotline? Call or text Marketing By One Hotline: +1.440.661.3984.

This week: Ask yourself: What matters to me? What matters to my audience? What matters to my business?

When you’re clear on those three, you’ll spot the moments that deserve to interrupt your schedule instead of trying to figure everything out at the last minute.

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Though ChatGPT is usually my go-to AI agent, I grow weary at its extreme positivity and praise. So, I expanded my horizons and used Gemini and Claude. Neither was as placating as ChatGPT. Gemini showed some personality, and Claude gave me direct, objective responses. Each also had unique and shared answers. If you want a different perspective, add the same prompt to multiple agents.

What’s your go-to AI agent? Have any AI tricks of your own? Hit reply, call, or text the Marketing By One Hotline: +1.440.661.3984.

Swap your email’s first sentence to say what the reader gets, not why you’re writing. Instead of “I want to share an update …,” opt for “Here’s a tool that will save you 10 minutes today.”

📥Gmail gets Gemini. Google’s new organizing assistant promises help for inbox overload — but raises questions about data, cost, and control.

🔗Search referrals drop — LinkedIn gets cited. Yes, organic search traffic is slipping. But LinkedIn content is increasingly showing up in AI-generated answers.

💡Free ad tactics that work. Salesforce shares 11 promo ideas that actually work, from local community placement to platform-specific promos.

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