Well the movie itself will start talking on June 5th. Until then it's just what the marketing team wants it to be. The way the release is set up. Anyways it's that quintessential event film already, something only few films across the industry gets to enjoy that title. And the film after the initial craze has maintained the steady buzz overall.
Social media is where the "buzz" via "trend" is created these days. Outside social media the name Salman Khan is enough.