I'm not into bragging up my rank or score (crappy as it might be), so to me score is just a tool to see what I need to work on. If I'm 36 overall but my fighter score is 140, then I need to work on ACM or gunnery or whatever will allow me to stay alive longer. If my vehicle score is 68, then I need to spend some time in a GV to try to get better in one.
Basically, I up whatever my squad/country needs at the time. If there's a big ground battle, I'll up supplies to keep them going. If someone needs troops, I'll bring 'em troops. If they need fighter cover or a distraction, I'll happily provide it.
For me, it's all about having fun. And for me, fun is just being there and being a part of the virtual world.