Having a performing arts background has helped me in my social media strategizing. In singing, playing instruments, and speaking, one must first understand their audience before they can plan a program. Choosing the time and location is a positioning tactic to engage the right people.
Even though performances are rarely two-way conversations, the best performer knows when an audience becomes bored. And they also know how to tweak each performance to keep the crowd interested.
We could all use more crowd intuition in social media management. Every once in a while brands should check their focus: is it on themselves, or the audience? Self-focus is great for the planning stage, but we have to speak a different language when going social. An engaged audience is the whole purpose.