I typically lean toward the same answer that Jeanette gave. In today's society, especially if you're marketing to a younger audience, social media is an incredibly powerful tool which should definitely be used if you can. Along this vein, it's important to put your message across as many platforms as you feel comfortable as well. You'll find that different audiences use Facebook, Instagram, Twitter and Snapchat, which means you may have to edit your message accordingly to cater to them,
In addition to social media, I'd say it's never a bad idea to mix your marketing strategies. I'd still use email marketing if that's something you have time for and are comfortable doing as well.