From my blog: http://davebuergeronbass.blogspot.com/2014/02/if-audience-is-over-45-using-social.html The #1 promotion strategy for most bands is social media. The oft-unasked question is: are the fans actually using social media? Depending on the musical niche, the answer may well be a resounding "No!" A new study by Global WebIndex provides two critical data points. For example, if your audience is over 45, a relatively small slice of social media users (no more than about 25%, depending on the channel) will ever see your posts. That's because compared to the under 45-set, the "oldsters" don't even use social media. Of those who do use social media, half or less even use their accounts. That's not to say social media is worthless as a way to connect with fans. But the odds are whatever you write will not be seen by the people who matter most. Could be that time is better spent on practicing your instrument!