I had an email chain with my dad, Phil Metz, a veteran management consultant (and now a VP-level solar energy executive), and here's what he had to say on the state of social business, in late 2010. Here's some super-sharp insight. Thanks, Dad.
My impression -- definitely anecdotal but I'll bet you dinner it's true -- is that senior execs are often unaware, at best uncomfortable, certainly not totally convinced that [social business] is valuable.
80% of the world may be on the social web but I bet the people [social business consultancies] are after are older, super busy, beset by people trying to contact them, hence less well-represented and also likely don't use this systematically for marketing.
One thing I've observed that the more senior the exec --esp. the CEO -- the more simple the presentation needs to be. They will drill into it in unpredictable ways, so you need command of the details, but if you present something detaily and technical that you'd present to a working level expert, they will have no idea what you're talking about and either leave or ask (what will seem like) super basic questions.