The document discusses the challenges facing CEOs in adopting social business strategies. It outlines 4 main problems: 1) Getting the basic message of social business across, 2) Proving the benefits and return on investment of social strategies, 3) Giving social business sufficient importance within the organization, and 4) Effectively using social tools. The document provides recommendations for CEOs, such as aligning social strategies with business objectives, defining clear implementation plans, and addressing concerns around data security and inappropriate use of tools. It emphasizes the need for a strategic vision and treating social implementation as a change management project.