Marketing and market position. Not having a social "presence" is like not having a web site, it marks your company as being behind the times in technology. For a software company thats a very serious problem, much more than a private individual or services company (and yes, my employer has a Twitter feed, even if I don't use it).
If you are going to fly by the seat of your pants, expect friction burns.
Adopt. Adapt. Overcome. Or be overcome.