Social Media: What Works for You?

There is a lot of advice floating around out there concerning growing your social media followers and how to promote yourself (something every writer wanting an audience needs to do), but the marketing gurus I watch don't seem to receive much interaction from their tens or hundreds of thousands of followers. Maybe their analytics show that their posts are getting a lot of views, but I can't help but notice that they aren't getting very many likes or retweets... So how effective is their advice if their followers don't seem to believe it's worth sharing?