Every business-to-business CEO and CMO I’ve met — most of whom came of age prior to the social media era — is trying to understand how to leverage social media to grow their business. They want to understand Twitter. They want reports on their Klout scores. They have marketing departments retaining outside social media consultants. They pay content marketing firms to write company blogs and produce YouTube videos. They hire 20-somethings to manage the corporate Twitter account, and they are in the process of spending untold dollars on social media monitoring systems.