Many authors struggle when it comes to what type of content to share on social media platforms such as Facebook, Instagram, LinkedIn, and Twitter (X). Per W Publishing Group Senior Marketing Manager Katherine Hudencial, the keys to being effective on social media are to speak as organically as you can, get personal, and be real. You are an author with a story and you can tell that story in a multitude of ways over time. The higher the quality of content you produce, she says, the more it can be repurposed and possibly go viral. And, if you engage people from the start, you increase the chances of them following you long-term.When posting on more than one social media platform, Hudencial recommends you avoid using each platform in the same way. This is because no two platforms have the same purpose or demographics. Instagram has different applications than Twitter (X), for example. The content you post can be similar, but should be customized to fit the preferred format of that platform's audience. Your content will likely be ineffective if you post the exact same thing across different platforms.