It is interesting that a newspaper asks this question.
The simple reason why businesspersons either do not use social networks or use them discreetly is because of the misrepresentation by the media itself. Someone will say something in mere humor and the media will present it as something else. It just becomes a media event full of Chinese whispers. By the time the person realises the damage caused, nothing much can be done.
This is how things work ironically. One would imagine that social networks will allow everyone to express himself/herself freely. But it has made it more difficult in many ways. The fear of reprisals and trolling keeps people away especially those whose views would matter..