If your technical startup can't be bothered with social media, or has no plan to take advantage of it, then you are definitely at risk these days. But simply jumping in is not enough. Before you start spending money and time as a user, you need to understand how it can help you and your business. Using it randomly or incorrectly is a waste of your precious time.
Sherrie Madia and Paul Borgese have addressed the positives of this challenge in their book, The Social Media Survival Guide (http://www.amazon.com/Social-Media-Survival-Guide-Exponentially/dp/0982618514), which covers everything you need to know to grow your business exponentially with social media. They also identify clearly the five key social media mistakes that I often see, along the following lines:
Diving in without a strategic plan: Don't start podcasting, blogging, tweeting, friending on Facebook, and posting YouTube videos until you know what your messages are, who will manage them, who...