What if I told you we’ve been thinking about social media trends all wrong? Social media isn’t only where trends happen—it’s where they are born. It’s the largest and most accurate source of human behavior data. And the most powerful trends aren’t the viral ones—they’re the capital T trends that reveal what people want, fear, and value over time. Businesses chase likes, comments, and shares. But the real opportunity isn’t in those vanity metrics—it’s in listening to what people are saying, and why they’re saying it. Hootsuite's Billy Jones will help you learn to identify what your customers care about—before they even know it themselves.