The social media landscape has changed the way Executives now interact with their employes and customers. In many cases the interactions can be positive and in others it can be negative. The most recent example of Social Networking gone wrong is with Whole Food CEO, John Mackey. Mr. Mackey wrote an op-ep piece for the Wall Street Journal that was linked to all over the Social Networks. His opinions on Health Care created an up roar and an eventual boycott of his stores. You can read the article here - http://abcnews.go.com/Business/story?id=8322658&page=1.

More than eight in 10 management, marketing and HR executives responding to the July 2009 survey cited relationship- and brand-building as benefits of social media. Execs also considered social media a good tool for recruitment (69%) and customer service (64%), and 46% thought it enhanced employee morale. - emarketer.com.

See Chart of Social Media Value

Respondents reported using social media most for brand-building, followed by networking, customer service, and various research- and information-related activities.

See Chart of Reasons to Use Social Media

While executives are very aware of Social Media, most are sceptical about how to use it to effectively grow their business. They are fearful about not knowing enough how the platforms work or how to use the medium.

More than one-half of those who did not use social media said they did not know enough about it, and four in 10 worried about confidentiality and security problems. Another 37% had concerns about employee productivity. - emarketer.com

See Chart of Reasons to Not Use Social Media

What we know is that there is still a lot to be learned, but executives are look for new an innovative ways to use social media.