Online learning has many wonderful qualities - as well as some big challenges. One such challenge is the expectation of immediacy. The on-demand nature of the internet and social media has created in students an expectation of rapid feedback. Even when they know intellectually what the university’s feedback policy is, at an emotional level, they still want a quick turnaround of their work. The biggest challenge I encounter in giving feedback to students that reasonably addresses this need for immediacy while still providing me with the time to review each student’s paper in depth and provide substantive feedback. Yet in-depth feedback is exactly what students need if the integrity and the quality of the course and the student’s education are to be respected. University guidelines become the faculty member’s friend, but only if he/she sticks to them. If I’m going to ask a student to be patient and wait for substantive feedback, I’ve got to make sure I provide that feedback within the timeframe defined by the university. Only by working within the guidelines can the students’ need for substantive feedback be balanced with the desired for immediacy.