Rule #1: Go to where the customers are.
As a "networking" tool for personal and/or professional development... yeah, there might be better options. But if one can get past the notion that that is the be-all and end-all of these kinds of sites, then the execs are missing the big picture and should be, uhm, fired for lack of vision.
If you've got a good work place and a dynamic, collaborative culture, it makes sence to have people from your organization be on those sites -- they promote the company/organization in directly. If you have a controlling workplace culture, well, everything is spin anyway and very few intelligent people will listen to your "image" -- and instead watch your actions. If these execs want to promote their business, potentially find new talent, well... go to where the people are.
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