Every social media strategy takes time, energy and money.
A social media strategy that works for a corporation or a large nonprofit might not work for an independent filmmaker, author, or artist.
Who will tweet three times a day, monitor the tweet stream for mentions of your company, reply to direct tweets, monitor and reply to facebook, write blog posts, monitor comments on blog posts, etc. This can quickly become a full time job.
A strategy that works for a movie star with millions of fans, will not work for an author with 1,000 fans.