I've long resisted using social media in a way that didn't match how I socialized offline (which is to say, not very much). Despite all the online advice telling me I needed to be heavily involved in social media to grow online, I've refrained from this because it didn't feel true to my core.
This bit from a recent letter by Thom Chambers, How to be Antisocial and Become a Better Writer (subscription required), explains succinctly what I felt intuitively:
Your business is your chance to create your very own utopia, your ideal lifestyle. When it comes to your writing, it’s far more honest to have a setup that you want to maintain indefinitely. If you were a best-selling author, would you tweet?
The answer to that may be "yes", in which case great. But if you’re just putting on a facade of sociability in order to build an audience, then two things will happen. One, you’ll build the wrong sort of readership who come to expect you to be someone you don’t enjoy being. And two, you’ll probably get found out.
Being antisocial might very well mean it takes longer to get where you want to go. But at least you’ll end up at the right destination.