The Kitchenista's goal for TheKitchenista.com was to share a love for cooking. The Kitchenista lives for the "aha" moment when people 'get' a cooking technique or skill.
A social media strategy for the Kitchenista might be "more 'aha' moments." Social media is just a tool to empower the Kitchenista to reach more people, nothing more.
This might be an appropriate strategy for other artists too; people like filmmakers, writers, yoga teachers, stained glass artists, winemakers and cookbook authors.