I agree, but think the smaller the company, the more it calls for going social from the top. The development of the personal brand of the leader can really mean everything to the growth of the company. We certainly see that inside "our world" of marketing with guys like you and Jay and Joe.
Plus, we see the Richard Bransons of the world proving how effective it can be. That said, I'm with you Mark. Dragging a CEO into a conversation he doesn't want to have is probably an act of self-sabatoge.
Love how so much of your best work is thought provoking.