The majority of Australian chief executives either already have a social media strategy in place or are in the process of forming one, according to a new survey.

The latest Business Spectator Accenture CEO Pulse survey, which targets chief executives of Australian companies with an annual turnover of at least $100 million, indicates that Australian business leaders aren't just involving their organisations in social media, but engaging more deeply with technology on a personal level.

Forty per cent of those surveyed said their organisation already had a social media strategy, while a further 16 per cent said one was being developed.

Forty-two per cent of respondents said their organisation already uses social media to engage more directly with its customers, while an additional 36 per cent said that would be an important matter in the future.

The vast majority of chief executives allocated social media to their marketing or corporate communications departments and 49 per cent indicated that their main concern regarding social media is the potential for it to impact negatively on their organisation’s reputation.

When it comes to the chief executives themselves, a remarkable 63 per cent of respondents said they personally use an Apple iPad, with another seven per cent indicating they use one of the Samsung Galaxy, Blackberry Tablet, HP Touch Smart, or HTC Flyer.

The remaining 30 per cent don't use any tablet device.