Social media is a semi-professionalised space of high intangible value.
Intangible value can be subjective, but we try to signal what we value ultimately, and thereby cultivate a density of value. Social media is about exhibiting/cultivating taste and opening ourselves to communication. So both an aesthetic activity and a functional one.
Social media is an extension of your communities
The word community gets a bad rap from the way tech companies wield it, but community is a real thing. A "community of practice" is enough, and sometimes it's more formalised. What it is not is something emergent from a RecSys algorithm "For You"... You have to work to bring it into being.
Don't write as if to donate your cast-offs
If something was valuable enough to share, it ought be valued enough for you to do something with yourself (not necessarily first, but also not foreclosed by the act of writing else you are effectively writing to discard). Externalisation of thoughts in lieu of acting on them is a pattern that erodes your identity (as someone who ships).
Speak from what you know
It should go without saying, but has a converse that can be easily overlooked: don't perform 'aspirational knowledge', that is, don't let yourself speak from shallow engagement with others' work. Be it links you've skimmed or articles you've only read headlines of.
At the least, ensure you circle back to things you intend to read. We're all guilty of this sometime but it shouldn't be a persistent feature. This protects against both bandwagons and dogpiles. We often see some new piece of news or research go viral only to receive caveats or outright debunking later. Maintain a common sense information posture, verify things as if they were your own speech.
Avoid reported speech
Avoid even giving the impression of talking behind people's backs (flattery is obviously fine). Screenshots and commentary should reflect what you would (or did) say directly. It can have an ethnographic or voyeuristic bent and people tend to behave antisocially when in this frame.