Your prospects aren’t using social media, so you don’t need to be there.
First of all, your prospects are using social media. According to Pew Research Center, 69% of adults use social media. Do you think none of your prospects are included in that majority? If the stats aren’t enough to convince you, try out any social network’s advertising targeting platforms (you can often go through the targeting process without launching an ad and spending money) to see how many people on each site actually fit into your target market. On top of that, there are reasons to get involved in social media aside from communicating with potential or current customers or expanding the reach of your content. For example, you can connect with influencers and reporters who may be looking for an expert in your industry to interview for an upcoming story.