Each social media platform periodically rolls out changes that leave marketers scrambling to see how they can take advantage and boost their business online.

This month, Instagram is the latest of the big channels to edit its offering, with users soon able to upload entire albums as opposed to single pictures.

In 2016, Twitter implemented alts designed to increase engagement including tagging accounts in images, while Facebook introduced Facebook Live giving people the opportunity to live stream video.

Regardless of changes, at the heart of any successful social media campaign is engaging content. But how do you know what to post?

A news article talking about a success story? A how-to video? Live streaming product launches? An infographic or e-book helping a customer solve a problem? An informative blog post? A funny gif?

Building a community is vital: not focusing on relevant people means publishing content is akin to networking in an empty room – no one is listening.

People want to know who you are before they follow you or like your page. Start with the basics by using a profile picture that clearly identifies your organisation and keep your biography clear and concise. Use hashtags monitored or used by your target audiences in both your biography and posts to attract relevant fans.

Make your social media accounts easy to find by using your company name. If you can’t get the account name you want, place your business name in the biography to aid searchers.

Utilise the banner space at the top of your profile to reinforce key messages. For example, pictures of awards to show success or happy students if you are a university.

Trusted third parties talking about your brand online will support your efforts of building a community of interested fans and followers. Provide your social media account names along with the press release to online media and bloggers to make it easy to tag you in the story. Other trusted third parties include friends and family of your potential customers: entice them to engage with your brand or mention it in a positive light eg reviewing products and services or leaving a recommendation on LinkedIn.

Finally, interrogate your analytics to see what your online community like and don’t like about your posts.

Use a social media platform’s in-built analytics to check on popular content. Review your Google Analytics to see if it is having the desired result eg page visits, product purchases or brochure downloads.