@pattypainter Usually if you can find a direct competitor (someone your client says “I wish my business was like ___”) and show the client how successful the competitor is on social media, you will be set.  

If there isn’t a direct competitor on social media, then you can turn it around and say “Now you can be first in this huge marketing arena.”

Also, in both cases, show them their demographic on social media.  Best way to do this is to go into Facebook advertising and start creating an ad.  Enter a URL (you don’t have to actually go through with creating the ad) and then scroll down to the Choose Your Audience section.  Now you can get a rough count of the number of Facebook users in a certain location, age group, If your musician says their audience would like Nine Inch Nails, you can type that into the precise interest field and find 982,000+ people who like Nine Inch Nails in the United States between the ages of 21 and 35.  That means there are at least that many potential fans on Facebook alone!

Find a couple of musicians who are seeing great success with social media, and tell their story over and over. As you get more converts, tell their stories too.

Jason Falls and I wrote No Bullshit Social Media as a way to deal with our own skeptics, business leaders who still think the Internet is a fad. In some cases, we’ve just handed them copies of the book, and that’s been enough. In other cases, I make people read books and blog posts on personal branding or blogging.

And if that doesn’t work, I tell them to call me when they’re ready to be successful, and move on to the next potential client.