More CEOs should be behaving like Sydney FC boss Danny Townsend in building active and authentic conversations directly with their constituents and customers, according to the global head of Twitter’s marketing partnerships unit, Sarah Personette.

Theoretically it’s a reasonable argument but open, public discourse remains an area of discomfort for blue chip CEOs and their corporate affairs and reputational advisors. The risks of a social media showdown and the constant need to stay alert and respond are common barriers for CEOs making the jump into the social media mosh pit.