In my case, I have different accounts for different purposes and share based on who my target audience is. For example, on my personal Twitter account and associated Facebook like page, I use it to share my Cal hoops articles primarly, Cal hoops news updatets, some of what I write on Cake, and also some posts from my NBA blog and tennis blog. It's sort of a hub for everything I'm writing.
I also share some of my stuff on my LinkedIn account, but I make sure stuff first gets posted on my Twitter and like page. As for my Facebook profile, I tend to post less of my writing on there because that's why I have the Twitter, like page, and LinkedIn.
For my NBA blog and tennis blog for example, those have separate Twitters and Facebook pages, where I share all the content from those blogs on there.
The idea is that I like to know who my target audience is for whatever account I'm using as well as the platform. Facebook profile is more for my overall friends and less about my friends who are super into Cal hoops for example.
As for Cake, this has become a place where I can write about things other than Cal hoops, share some of my knowledge of sports, and write about things that I don't write about anywhere else. Such as politics, philosophy, or science. So, I do think knowing your target audience is key.