Not everyone can–or should–use Twitter like Sir Richard Branson does.

The Virgin Group Ltd. chairman, who has about 2.5 million followers on the microblogging platform, embodies his company’s cheeky, trendy brand online. (A recent sampling of his tweets include musings about space travel and aviation-themed double entendres — “@Virgin airlines always pull out on time!”)

Richard Branson

Branson is also active on Facebook and Google+. Photo by Daly3D.

While not every executive can be as outspoken as he is, he says CEOs must accept that social media is now part of their jobs: “Your brand is all-important, and an essential part of the brand is how it’s seen through Twitter and Facebook FB +1.68%.”