Today artists can quickly and easily create social media pages as an outlet to represent their music. That’s great. But I would guess very few artists have ever considered why this digital/social infrastructure was built in the first place. It was not made for them.
In short: Social media is not a promotional tool. Social media is a communication tool.
If you use social media to communicate things beyond your music, you will develop a personal voice, and build a story around yourself. Trust develops as the story develops. Once trust is there, and fans feel like they are hearing from a friend instead of a promotional machine, they will be much more eager to support you when you need it most. You’re more likely to support a friend than anyone else.
Think about Facebook.
Facebook initially was a way for college students to communicate with each other. Parents use Facebook to communicate with college friends. College kids use Facebook to communicate with old and new friends. Nobody is promoting anything.
Facebook is simply the framework for their communication.
Artists, have you ever noticed a pattern on Facebook, where you post about the same shows, press features, or anything else on both your personal profile and your fan page, and the response is consistently better on your personal page than the fan page? That’s because you’ve gradually developed a habit of more human communication on your personal page than your fan page.
I’m not saying you should stop promoting yourself. But I am saying there is a critical yet subtle difference between communicating excitement and yelling.
Social media is a vehicle for communication. Nothing more.