Regular planning of content such as quarterly planning for the Penn State Facebook page helps ensure consistent engagement. Successful contests are planned to maximize engagement by rewarding participation and the use of multimedia. Some of the greatest successes have come from spontaneous posts that seize the moment and adapt to current interests, such as a post about a mountain lion that generated heavy online discussion and offline conversations. Planning and spontaneity both contribute to engagement when content is developed to speak to audiences and identify opportunities to encourage sharing and interaction.