In an interview in June's Entrepreneur, Seth Godin, who has more than 50,000 followers on Twitter, says that Twitter can become "a very unhealthy and distracting addiction."
In an interview for the article, "Twitter: Thumbs Up or Thumbs Down?," Godin says, "I don't see a way to use Twitter properly and still do the work I do at the level I'd like to do it. So rather than use it halfway, I decided not to use it at all."
I think that a lot of companies that have not yet embarked on social media feel the same way as Godin does. PR functions within organizations or their PR agencies have to evaluate what the company could gain -- or lose -- by not participating in social media.
Don't forget: Godin engages in a lot of other social media activities, including blogging and podcasts.