Final answer:
Social media optimization should be done during the preliminary stage for issue awareness and the coalescence stage for organization and mobilization, as demonstrated by Obama's 2008 campaign and the Tehran student protests.
Step-by-step explanation:
Social Media Optimization in Strategy Planning Cycle
Social media optimization (SMO) should be incorporated during multiple stages of the social media strategy planning cycle. During the preliminary stage, where awareness of an issue is raised and leaders emerge, social media can greatly accelerate the process. A savvy user might quickly inform thousands of followers about an issue, ensuring rapid awareness growth. The ability of these platforms to disseminate information quickly allows leaders to build an inspiring audience without geographical constraints.
During the coalescence stage, individuals and groups organize and publicize their causes, as was seen in President Obama's 2008 campaign and the student protests in Tehran in 2009. The transformative power of social media during this stage enables organization beyond geographic boundaries and fosters immediate engagement and volunteerism, leveraging tools like for wide-reaching coordination and mobilization.
Therefore, SMO should be performed not only in the initial stages for awareness but also during the coalescence phase to effectively organize and motivate people towards the cause or organization's objectives.