Nick Kohlschreiber moreover highlights some fundamental aspects to consider in maximizing a social media footprint. Publishing online content is more successful when timing is deliberated according to the time when a target audience is most active online and when the content is adapted fitting to the format of a particular social media platform. Various platforms require individual formats, aptly suited to connect with users and to promote content sharing. The insertion of trending and industry-related hashtags helps to increase audience and to additionally endorse a brand or message. It is important to carry straightforward, quality content which tempers the brand and reflects its vision while maintaining a neutral tone and evades controversial topics.