Timeliness

In social media, posting content at the optimal moment to elevate engagement and reach is strategically significant. Yet, achieving this goal demands a level of insight and understanding about how and when to interact with a given social media platform that can make or break a brand's attempt at using social media strategically. To portray an image of a brand or organization that embodies 'social media savvy,' one must know not only when the ideal window of opportunity to post may be but also how to take advantage of real-time events—i.

e. , news and trends that are happening in the moment as or just after they happen—that can elevate the public's awareness of one's brand. And public awareness is only the first step; ensuring that one's messaging gets through to the intended audience and does not get lost in the ether of constantly updated digital spaces is a concern that strategic planners must also address.