Like it or not, social media, particularly Facebook and Twitter, is how folks follow bands and find out about gigs, etc. How else are they going to find out -- email? the local newspaper (if it hasn't closed)? a phone call? a newsletter? Those trains left the station long ago. Band websites are still useful, I guess, but stats show that folks spend the bulk of their online time on social media. So why not go where the traffic is?
Why not use the free PR tools that are at your disposal? In the old days, in order to get publicity for a gig, or even a listing, you had to send a pic and a press release to a newspaper or mag, and hope that they would decide to run your stuff. Or make a phone call to your local publication's music writer or entertainment. In order to share music, you had to put it on a CD or, earlier, a cassette or vinyl, and mail that to someone.
Now, you can reach listeners and potential listeners directly, via social media, without having to depend on media outlets. In seconds, you can post a pic, an audio clip or a video. Unless you don't know how to type or use a computer, posting a gig notice on your band's page won't take you more than two or three minutes, at most.
Yes, a bandmate who's active on social media can help a band spread the word about its gigs and other activities. That's a bonus. Doesn't matter if the people you invite through Facebook come or not -- having that event invite posted helps get you on the radar.
And don't forget: The venues you play, and the venues you'd like to play, want to see their artists be active on social media. Generally speaking, they don't want to hire folks who won't spend a little time promoting their shows.
It's also a decent (if obviously incomplete) way to network with other musicians, or at least to find out about some of the players in your area. What's the alternative -- jam sessions?
So no, there's no correlation between having social-media savvy and having musical talent. And sure, a few folks -- those in the witness protection program, for instance -- have good reasons for staying off Facebook and Twitter.
But intentionally avoiding social media because it's not your thing or whatever is only going to get you a trophy, and a virtual trophy at that.
