Many businesses approach social media the wrong way on Facebook – they post horrible content, and expect everybody to love them. The internet doesn’t work like that. You have to offer people something that they value.
Bands work the same way. Bands are in a great position to create great content. Between posting new music, videos, information about events and shows, status updates, and more, bands are set up to entertain people on a daily basis with great content. Technology provides bands a way to make progress on their careers without a music label, but discipline and effort is still required to succeed on social media. Even if you go and buy Facebook fans you still need to work on creating great content. You should always be posting something new at least once every few days.
Ultimately, technology is a double edged sword. You have the ability to succeed, but you have to create the content to prosper first.