Jumping into social networks and doing it right is a bit of work. When you already are working very hard at the core of your business this is just an extra thing you can do without. Outsource it!
When you hire another company to set up your (business) profiles in LinkedIn, Twitter, Facebook, YouTube you have to be sure they are doing it right.
Lately I receive more and more invites in LinkedIn of people who clearly outsourced the social media ‘task’. All profiles are similar and are not very personal.