I take a simple view, without considering motivations – it takes a minute to knock up a social media post, and if one person hears something I’ve made, that minute was well spent. I’d probably spend longer than that talking about a piece to a friend, before I even play it to them.
In radio, they (certianly used to) teach you on day 1 that you talk as if you’re talking to one person. Taking that same approach – ‘this post is so one stranger can hear my thing’ and you’ll likely never feel disappointed.
The dream of viral success is hard to ignore though, right?