Quickly: The only way CEOs can understand social technologies is by using them.

Content: I've got bad news for you. You can't understand Twitter, Facebook, or blogging by reading an article in a magazine or a report from your CMO. Sure, they can tell you what they are, but you won't be able to truly understand how they could change your business unless you actually use them.

Social is like sex. It's fun to talk about and read about, but you can't truly comprehend unless you do it.