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.