As you already know, it is not good idea to post the same content to each of your social networks. Each network has a slightly different audience within your target demographic, the content is presented uniquely across platforms, and it is consumed differently too. Facebook is about friendly mass communications with images, video, links and longer texts. Twitter is great for short bite size info, and for identifying influencers. For Instagram you have to work with the highest quality creative photo content, while for Snapchat emotion and fresh information is paramount.