But Mr Tan Suee Chieh, chief executive of insurance firm NTUC Income, is doing just that on popular social networking website Facebook, to raise money for charity.

Inspired by American President- elect Barack Obama's successful use of new media to woo voters, Mr Tan and his staff are using Facebook to get people excited about NTUC Income's charity drive called Project Love.

Read Melissa Sim & Theresa Tan's story in Monday's edition of The Straits Times.