Doesn't matter how "hot" or "new" something is with the general public if your
customers aren't there. The main strategy that matters in any kind of marketing is (and always will be) this: be where your customers are
For instance, advertising in a magazine would be just a waste of money if your target audience doesn't read that magazine.
Similarly, no matter how popular a social media platform is in general, if your
audience aren't using it (or if they're not using it for business purposes), your efforts there will at best be ignored, and could even be a turn-off. If, on the other hand, they are receptive to your efforts, it could be great.
Pinterest, Twitter, Facebook et.al. are not strategies. They're tools.
In Social Media, as in any form of marketing, there are very few "new" strategies
. The specific tactics
may change, but the overall strategies stay the same. Things like: "find out where your customers hang out, and make sure you're there, too." And "be respectful of their time, privacy and preferences." (i.e. Don't be the Ugly Marketer.)
Keeping those basic strategies in mind makes it a lot easier to decide which tool(s) to focus on, and what tactics to employ using those tools. And it keeps you from wasting a lot of time and effort constantly chasing after the "next big thing."
, adjusted for inflation