I ran sound for a couple of bands this past Saturday night for their "St. Patrick's Day Bash". I've worked sound with some of the musicians in the past, but not in this band (there was an opening band, but I know nothing about them). Well, someone asked me who I was doing sound for this weekend. I had no idea. I never asked the name of the band. So I decided to look it up.
First I went to the find the FaceBook page of the guy that hired me, Ed. I couldn't find Ed's FB page (he and I aren't "friends"). So I went the club's FB page. No schedule of events. No postings on their wall as to who was playing. But they did have a link to their website, so I went there. On their website, I could easily see who was playing next week, but not this week. Apparently they already updated their site, though a little too soon.
Hmm... Wait a minute, I think I know who their guitar player is... Let me look on his FB page (he is "friends" with me and maybe he is in this band). Again, I don't see any reference to him playing out, or even the name of his band. But I keep scrolling down his FB page... Eventually I see a posting by Ed (the guy that hired me). Cool. I'll go to Ed's FB page. No reference to him playing a gig nor to the name of his band. So I continue scrolling down his page. Eventually, I see a post by Ed mentioning his band's new webpage, so I followed the link.
All in all a nice looking page. Obviously a cookie-cutter page from the hosting site, but it is clean. But no gig announcement. SO I start clicking around. They have a link that says "calendar". Cool, I will look there. It brings of a full calendar (month of March showing). The holidays are listed, including "St. Patrick's Day", but no obvious gig. However, St. Patrick's was listed as being on Saturday, not Sunday. So I hover my mouse over it, and sure enough it is a link. I click it... Finally I know the name of the band that is playing.
BTW: I have been through a very similar situation with a couple regulars here in this forum (HC, not just BSWTB). There have been a couple of people that I've wanted to go check out. In many cases, I couldn't find out when their next gig was (even though I knew their band's name, FB page, and web page) or where it was. I would see posts like, "can't wait to play tonight", but no mention as to where!
My point to this is that I had to do an awful amount of work to find out who was playing where and when, even when I already had some of the information. Do you think your average fan or person looking for a place to go hang out and watch live music would have been this persistent? Hell no.
You have a few seconds, maximum, to get out your message to a fan. If you're playing a gig and want people there, make that the 1st thing they see on every outlet available to you (that includes the venue's sites). People are not going to your site because they want to look at that picture of you playing that one gig last April. They are going there to find out when they can see you. Make it so that they can't miss it.