Done well, social media is like the meet and greet after (or before) the show. It is a great opportunity to connect with the fans and say thank you. It is an opportunity to build a solid connection that supports a career for the long term .
Done poorly (as is the case with many bands) social media is the equivalent of a pop up ad. Bells and whistles with no thought or caring. Just a sales pitch. A tale told by an idiot full of sound and fury and signifying nothing.