The CEO Challenge Reflections series is intended to provoke thought and take a deeper dive into “the issues behind the issues.”

According to the 704 top executives who responded to the The Conference Board CEO Challenge® survey in 2011, it’s all about reorienting their organizations toward growth.

The implications of social media in the workplace—for product development, go-to-market strategies, customer relations, corporate branding, and recruiting—are enormous. Why then are so many senior executives reluctant to take the plunge?