Do you want to talk about it—or feel like you have to?Topical content can boost your visibility and build real connection—if you use it strategically. You don’t need to jump on every trending headline or chase clout just to stay relevant. Share what matters. Skip what doesn’t. And for the love of all things social—think before you post.
Because here’s the truth: just because everyone’s talking about it doesn’t mean you have to.
In a world where opinions can make or break your reputation, knowing when to speak—and when to scroll silently with a coffee in hand—is a leadership skill. Whether you’re a business owner, exec, team leader, or industry expert, your online presence matters. So let’s talk about how to navigate this like a pro (without becoming that person).
Here are five no-fluff questions to help you figure out if it’s time to post or pass.
1. Do you want to talk about it—or feel like you have to?
There’s a massive difference between “This actually matters to me” and “Ugh, I should probably say something.”
Some organisations put out statements because they have to—it affects operations, safety, or community impact. For example, schools updating families during policy shifts? That’s essential. But if you’re just posting because you don’t want to look like you’re ignoring the headlines, take a breath.
Posting out of pressure usually comes off as, well… awkward. If it doesn’t affect your work, your people, or your values—maybe don’t weigh in.
2. Why do you want (or not want) to talk about it?
This is your gut-check moment. Are you speaking up to educate, motivate, reassure, or support your audience? Great. That’s leadership.
Are you avoiding it because it might cause tension or spark debate you’re not ready for? Also valid. You don’t owe the internet your thoughts on everything.
Make your choice based on what’s aligned with your values, your role, and your reason for being visible in the first place—not because you’re worried about staying in the algorithm’s good books.
3. Is this actually helpful for your audience—or is it just a vent?
Here’s your filter:
– Will this help someone feel more informed or empowered?
– Will it build trust?
– Will it make someone feel seen or understood?
If the answer is yes, you’re onto something. But if you’re just angry-typing or about to unload a spicy hot take because you need to get it off your chest—save it for the group chat.
The golden rule: don’t post something that’ll spark anxiety or confusion without offering something helpful in return. “Don’t be a tool” should be your content compass.
And just so we’re clear—value doesn’t have to mean long-winded thought leadership. A short, grounded opinion or a solid insight is often more powerful than an emotionally charged essay.
4. Does it align with what you stand for—or stand against?
You’ve got values. Use them.
If a topical issue hits on something your business, brand, or team genuinely stands for, then speak. Loudly, if you need to.
Whether it’s mental health, sustainability, accessibility, leadership, innovation—whatever it is—if it’s part of your core message and shows your audience what you’re about, go for it.
Just make sure you’re not performatively parachuting into a moment. Alignment matters. People can spot a token statement from a mile away.
5. Are you ready to stand behind what you say?
Posting an opinion (especially a bold one) means you might get applause and pushback. That’s the deal.
So ask yourself:
– Am I clear on my stance?
– Can I explain how I came to it?
– Do I have data or examples if needed?
This doesn’t mean you need a spreadsheet of citations before you post. But if you’re going to share a big opinion, make sure you’re ready to own it. Not just drop it and run.
People don’t expect perfection. But they do expect clarity. And consistency. The more thoughtful you are upfront, the less clean-up you’ll have to do in the comments section.
Topical content is powerful—but it’s not mandatory. It’s a choice. And when it’s made with intention, it can boost trust, elevate your voice, and show people exactly what kind of leader, brand, or human you are.
Think twice about what you’re posting and ensure it’s in alignment with how you want to be seen.
Nicola Moras is a motivational keynote speaker and author of Visible and Into the Spotlight. She empowers leaders and entrepreneurs to create the gasp, be unforgettable, and own their impact—so they can build bold, unstoppable success.
