1. A method comprising: obtaining an image including image content; identifying content depicted in the image, wherein the identified content is at least a portion of the image content of the image; selecting and applying one or more techniques to determine a current orientation of the identified content depicted in the image, wherein the one or more techniques are selected from a plurality of available techniques, and wherein the selection of the one or more techniques is based on the identified content depicted in the image; determining an amount of rotation for the image that orients the identified content closer to a predetermined reference orientation than to the current orientation; and rotating the image by the determined amount of rotation.