To get its employees on board with social media, FedEx's team "realized we needed to go a lot deeper" than just one hourlong workshop. So team members ended up developing an online curriculum with 17 courses. In about 18 months, more than 500 employees had completed the coursework, Horne said. "This is probably one of the best investments we could have ever made," she said. To convince leaders that investments in social media platforms made sense, Horne said she and her IT partners discovered some of the "hidden dollars" that departments were spending to build their own, ad-hoc technology to connect and seek out experts.

But if they persist in lagging far behind the general population in social media participation and not delivering value to the shareholders that is there for the taking, they may not be CEOs for much longer.