Pete Cashmore, the CEO of media company Mashable, explains how companies can use social media to face up to failures and sound more like human beings.

The video message is a response to a question posted by “the nuke” as part of the World Economic Forum’s Ask a Leader campaign.

Ask a Leader invites people from around the world to join the debate at Davos by posting questions for participants on Facebook or Youtube. You can view all the video responses collected so far here.