In addition to whatever remains of the traditional music industry, the internet has busted everything wide open, to the point where there are now more opportunities than ever for artists to be heard. Content is now cheaper to create than ever before, alternative distribution channels and revenue streams are unraveling, and social media, rather than radio or MTV, is the key dialogue vehicle between artists and their fans.
While this seems nice, your strategy cannot be doing everything. If you try to do everything, you will do everything at a mediocre level because you simply can only give each so much attention. If you are a rock band, you should worry much more about having an extraordinary live show than about how many Twitter followers you have.
Rather, the best thing you can do is understand as many of these tools as possible. Not so you can use them all, but so you can intelligently determine which ones will best amplify your strengths to a focused group of people. Pick a few, and do those few amazingly well. Think creatively and use these tools as foundations. They are a means to a more creative and unique end, not the end themselves.
If your strategy is to do everything as much as possible, you will fail. Recognize your audience, find the tools that serve that audience, and then aggressively use those tools as the core vehicle between you and that audience.