Own your own URL. Once you decide on a name for your band-brand-product, make sure you secure a domain name as well as social network IDs [Twitter, Facebook, Google+, YouTube, Instagram, etc] that correspond. Even if you don't use them all, you should have them under your umbrella to execute on.
Give thought to your creative and how you want it to look. This will be something that stays closely associated with you throughout your career. It's important to not only make sure your online look is a good match for your music, but that you remain consistent from the look of your music artwork to your website, to your merchandising and more.
Think of yourself as a rock star! Capture content like you have the hugest fan base on the planet, which will not only help you grow your audience, but show people that you work hard at keeping your channels fresh. As your audience develops, you won’t regret that you didn’t grab photos, videos and other visual historical data that shows your growth and success.
Put your lyrics on your website and make them searchable. People will search for lyrics to a song they like even if they aren’t sure who you are. You want to make sure they can find you first and not a dodgy lyrics page filled with ads!
Make videos for as many of your songs as you can, even if they're lyric videos, which are super popular right now. In fact, major labels are putting out lyric videos with singles right away, before committing to putting money behind a visual video. While fan-made videos are a great tribute, you don’t want people to search for them and think they’re official. You should get the traffic!
Forget to update all the information on your site that may be static for a while, such as contact info (make sure it’s current!) bio and new photos. You definitely don’t want Wikipedia to become the official source of historical information on you. You may not think it's important, but before you know it, it will be, and you will be sorry you didn't have something on your site all along.
Don't lose sight of the fact that even though you're supremely talented, this is also your business. And part of running your business is making sure your branding and marketing, online and off, is consistent and resonating with your fan base.
Miss the opportunity to continually talk about your brand and website URL. Whether it is on a social network, at a show or even when you're at a conference where you're hoping to make connections, these are two very important pieces of information to impart.
Dismiss the impact of email marketing. It is super important to try and capture email addresses and then give something to people who are kind enough to provide it. An email database is still an important factor in keeping your fans engaged and updated.
Auto-populate all the same content all the time. Mix it up a bit - make sure your Twitter feed has different information then your Facebook page. It helps to have 'exclusive' information on your "core," which are the top three ways you reach your audience. Maybe it's your website, your tumblr and your Instagram. Perhaps it's your website, email database and soundcloud page. Whatever the top 3 spots your fans go to for information, make sure it's current, relevant and interesting. Variety keeps people coming back for more!