He recently accused Renault of "robbing" him of the 2008 drivers' championship - which he lost be a single point - because of the race-fix plot in last year's Singapore race.
John Hagel and John Seely Brown, co-chairs of Center for the Edge, suggest that one of the best ways to pull the C-suite into exploring the use of social software is to point out how it can find and fix expensive operating problems.