Retired General Colin Powell talked to Salesforce CEO Marc Benioff and GE CEO Jeff Immelt onstage at the Dreamforce conference in San Francisco. Watch a full video of the interview below.

Gen.Powell - best known for being chairman of the Joint Chiefs of Staff during the first Gulf War, and US Secretary of State 2001-5 - says social media is crucial for today's media if it wants to keep up with youth. The message has already been taken onboard by the NZ Defence Force, which is a customer of Salesforce (which sells online customer relationship management and social media management tools, among other products).