Understanding the nuances of each social media channel can be tricky but it's important to figure out how you're going to use each channel effectively if you want to build a community of advocates.

This post provides a good overview of each of the key channels and how you should look to repurpose content to those channels with a slightly different slant.

Personally, Twitter for me is about images, eye catching quotes and timely newsworthy articles...and of course joining live discussions around some of my favourite TV shows e.g. #GBBO

LinkedIn is where I seek discussion around business related articles I've seen - either around productivity, entrepreneurship, employee advocacy (a topic I love) or anything else that I feel my community could comment to.

You'll find your own path.  It's important to experiment.