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I'm so glad someone is talking about the downside of having so many social sites to choose from and the rise of the automation sites to help you manage it all. Automation, as the article makes clear, is not the easy quick fix one might hope. Though a band shoudl have amusical identity throughout that can be localized to just logos, color selection, photos. But content is not something you should carbon copy and still hope to get the most out of being on several sites. You don't want to appear to be lazy when it comes to fan engagement.
Never take for granted to obvious patronization of fans. Don't appease them, please them with different cultural environments native to each social site your own. Don't have time to make new content? Liar! You already do, you just squeeze it all on one site and then carbon copy the content. The key is to partitiion content and then distribute. So if your Facebook page follows you on tour, then maybe your twitter page does so as well, but the details are more intimate or focused on one aspect of touring. My band goes on tour this Summer and Fall and I was thinking of starting a Pinterest page focused on hotel rooms. I live a bulk of my year in hotel rooms, where no two are ever the same. It may be my weird interest, but colletively illustrates the life of a band on the road.