This document discusses why and how executives should use social media. It provides four key reasons why executives should participate: 1) Other executives are already using social media; 2) Social media drives business value through lead generation, staff attraction, and PR; 3) Executives on social media are perceived as better leaders who are inspired, proud, and technologically advanced; 4) Being prepared includes understanding how executives like Richard Branson, Marc Benioff, and Meg Whitman effectively use social media. The document then outlines a five step process for executives to successfully participate on social media: listen, create, plan, distribute, and measure.