Nick Kohlschreiber furthermore emphasizes some fundamental aspects to consider in maximizing a social media footprint. Circulating online content is more successful when timing is deliberated as per the time when a target audience is most active online and when the content is altered based on the format of a particular social media platform. Various platforms require distinct formats, aptly suited to connect with users and to promote content sharing. The addition of trending and industry-related hashtags aids the increase in audience and to promote a brand or message. It is important to carry straightforward, quality content which personifies the brand and reflects its vision while maintaining a neutral tone and evades heated issues.