Like I said, I'm no expert; our diocese is looking into whether this applies to nonprofits. But my understanding is that there is no distinction. It's about whether you have a compelling interest.
To take me as an example: I have a compelling interest in promoting the activities of my office because more participation makes our bishop happy and keeps my employed. ;-) So there is some "pressure" for me to use my public social media presences to get the word out, even if it's not asked for and it's something I would be happy to promote if I weren't a diocesan employee.
It's important to note that compelling interest doesn't necessarily mean direct monetary interest. I don't make any money when someone attends an event sponsored by my office, but I do have an interest that is inextricable from my role in our diocese.
As +Anthony Fink
put it, it's about being honest about our interests when we put something in the public square -- letting people know that this isn't just something cool we discovered and that we're sharing, but is something that we have a connection to. Then they can decide if that interest colors our recommendation.