New requirements are formed in the new era, new theories are created by new requirements, and new theories lead to new practice. According to the new requirements put forward by the social media era, the National Archives of the United States timely formulated the new social media strategy, so as to lead the practice of American archival work in the era of social media. The new and the old social media strategies have differences and similarities. This paper makes a comparative study of the old and the new social media strategies, and then analyzes the innovation and development of the new social media strategies, in order to inspire our social media strategies.