For most people, social media is a highlight reel with occasional outbursts of honesty. Point being, it's just one thin slice of your complex and resonant life. Don't let it get you down. Don't let it consume you. It sure as hell doesn't define you.
One person who does social media incredibly well is Ruthie Lindsey. She's a Nashville-based photo and event stylist, traveler, and ray of sunshine extraordinaire. Check out her Instagram for a genuine and inspirational example of balancing life's highlights with its shadows in a brand-consistent way. And I mean, look at her. Have you ever seen anyone more fearless and transparently real in the way they smile? I can't believe it's free to follow her on Instagram - it seems like we should have to pay for this kind of self-help inspiration and wholesome feels.
SUMMARILY: make less, market more; publicize less, do more. Keep it authentic. Think of it as a journal for yourself, and a way to expand your brand's reach....not as a performance for others.