Articles pop up all the time about the importance of social media for C-suite executives. It’s a great promotion tactic for thought leadership, helps humanize a brand, and at its core, it’s a great way to network.

Enter Mark Zuckerberg, the 32-year-old CEO and Co-Founder of Facebook. I have a combined fascination and appreciate for Zuckerberg; in many ways, he paved the way for my career in social media strategy with the launch of Facebook. What’s fascinating though is his personality; he’s a textbook developer whose success has thrust him into the limelight since Facebook’s launch in 2004.

I work with a lot of digital people — most of whom would join me in a collective eye roll at being labeled “creatives.” The faces of our web design and development team are pretty fabulous, and while they’re definitely social, their work is so screen-centric that I find myself chatting with them on gchat or via e-mail more than in person.

Mark Zuckerberg didn’t strike me as much different — as a developer, but also as a CEO. He regularly updates his personal Facebook feed with major brand milestones, all of them so perfectly on-brand and message — ie: clearly vetted by someone on his comms team.

But here’s what special, and where he breaks free from the mold: he embraces the innovations that he’s invested in. From Oculus to Instagram, Zuckerberg has started to add a deeper layer of personality to his updates. Since adding dad to his resume, he’s even offered subscribers of his feed a glimpse into the life of his beautiful daughter Maxima.

Alongside Facebook’s investment in virtual reality, its not-so-new Live feature is perhaps one of the most important for the channel, and one that Zuckerberg has really embraced. My favorite broadcast was one that he aired before Sunday’s debate. Zuckerberg streamed live from his Palo Alto backyard, where he was drinking sparkling water and smoking meats. Commenters, myself included, began to dub the broadcast #GrillTalk, and I sincerely hope it takes off.

While Zuckerberg isn’t the only Facebook exec that I follow (I recommend following along with Boz and Ruchi Sanghvi, too!), I think he’s a game changer for C-suite execs who are open to letting the public in a little.