This is a great topic to bring to the front as the general business community catches up with social media and launch initiatives.
I have always believed, both as an individual writer and analyst as well as with my business, that there is a need for some calculation in using social media. It does not necessarily remove authenticity - but it takes some planning.
I of course have some private social media channels with family and close friends - but those stay locked away from my professional content stream.
All of us working individually or in organizations should have a strategy that furthers informing our customers and listeners to understand our products and services better.
As Mr. Rebeck's comments on Domino's also note - we need to "listen" back and respond be it good or bad news. Not to use too tired of a cliche - but we do need to stay in the conversation and mean it.