If Facebook Creeps You Out, Get Ready To Retire.

Blaise Zerega wants more transparency. Consider this: CEOs should embrace Facebook. It's the 21st century equivalent of an open door policy. And as the so-called "millenials" enter the workforce, social networks and other Web 2.0 technologies are going to become necessary management tools.

Jeremy Burton, CEO of business software and mash-up maker Serena, believes so strongly in the value of Facebook that last November he started Facebook Fridays. On that first Friday, 830 of approximately 900 employees created Facebook profiles. Burton's aim was to encourage staff to use the social network to better understand the rapidly changing online world and to better communicate with each other. "Facebook quickly became the proverbial water cooler and replaced a large chunk of email communication," says Burton.

Facebook use has now spread throughout the company and its daily use has become such a big part of Serena company culture that "Facebook Fridays" are no longer conducted. Status updates throughout the day are common. "It's a way for people to share aspects of their personal lives and, for me as CEO, to help my co-workers see me as more than just a 'CEO,'" says Burton.

In response to those CEOs who worry that Facebook use might encourage employees to slack off, Burton responds, "My view is that there are a million and one ways to waste time. Facebook is just one of them." He adds that "it never ceases to amaze me how many companies bar these type of activities.The so-called idle chat that happens on Facebook results in a stronger team.'

And for CEOs who might be "creeped out "by Facebook as a recent Portfolio essay argued, Burton has two words: "privacy settings." 

Burton's experience is relevant to CEOs from all industries -- not just technology. While the CEOs of Wal-mart or say Exxon-Mobil, might not spring to mind as Facebook users, they're missing an opportunity to better communicate with their workers.