Nick Kohlschreiber additionally points out some vital aspects to consider in maximizing a social media footprint. Posting online content is more efficient when timing is intended according to the hours when a target audience is most active online and when the content is modified fitting to the format of a particular social media platform. Different platforms require individual formats, best suited to connect with users and to promote content sharing. The inclusion of trending and industry-related hashtags helps to expand audience and to additionally endorse a brand or message. It is important to deliver honest, quality content which softens the brand and reflects its vision while maintaining a neutral tone and avoids debatable subjects.