For successful social media marketing, share a variety of content types. A mix of curated (content created by others) and original content is ideal. Schedule content out one to several weeks or months and be sure to customize posts based on the network, like a business angle for LinkedIn or photo for Instagram. In addition to scheduling content, be aware of spontaneous opportunities for timely engagement. Don’t let an opportunity to interact with your audience pass just because you already have your post(s) scheduled for the day.