The Emperor’s new tweets

The purpose of this paper is to identify decision tools for determining how to structure a social media presence for senior executives.

The desired decision tools emerge from a review of the opportunities and challenges facing senior executives in social media.

By following a structured inquiry into the business purposes of an executive’s social media presence, it is possible to determine what that presence should consist of.

In the current literature, there are few attempts to establish practical criteria for social activities by senior executives and how to measure its value.