Executives often fail to realize how much reputation actually drives profitability of business. But you have to ask whether you’re the type of CEO who will find it a joy versus a must-do.

Question: Should business leaders be on Twitter?

Bonin Bough: If they want to do it, then they should do it.  If they don't want to participate on Twitter, and they would rather participate on Facebook – whatever you feel comfortable or interested in...  You look at a guy like Tony from Zappos – I mean, wow!  How amazing has he been in terms of paving the path for forward-thinking CEO's on these type of platforms.  But even more than that, what he's done to drive his business and the reputation.  I think that we fail sometimes to realize how much reputation actually drives profitability of business; participation in purchase... reputation is so huge.  These are huge reputational platforms for us, so I think once you start looking at it that way; I think it becomes a lot more advantageous potentially for CEO's.  But I think it all boils down to, are you the type of CEO that's gonna be happy participating in this and find it a joy versus a must-do?  That's the last thing you want is ...ugh...  I can imagine how - I get a lot of emails.  I can only imagine.  And then you have to, if you're not passionate about it, have to check that too?  That's not fun.

Recorded June 18, 2010

Interviewed by Victoria Brown