"With Twitter, for example, we don't have any products we'd want to announce since we're a healthcare company, and if we wanted to find out what people are saying about it, we can pick up any newspaper in America," he says. "Plus, I have very little free time to stay on top of things. I know social media is growing and is going to be around for a while, so I'm trying to get better about it."

and .

And then there's Chuck Musciano, CIO of Martin Marietta Materials, a producer of construction goods. Musciano tweets several times a day on two separate accounts--one personal, one professional--maintains a blog and frequently connects with others via .

There's no doubt that the popularity of social media sites has increased. But while some CIOs, like Musciano, have embraced these platforms, others, like MacKay, are more hesitant. What they do agree on, though, is that jumping onto the social media bandwagon puts your time management skills to the test.

Matthew Cornell, a productivity expert, understands why some are overwhelmed by social media. "When you sign up for something like Facebook or Twitter, implicitly or explicitly you're making a commitment to it, and that can be a lot of pressure" he says. Conversely, losing track of time when browsing social media sites can happen easily if you're not disciplined. Musciano's time-management breakthrough occurred when he realized that you can't "drink a river."