No. 1: Lack of understanding = fear. The rapid rate of change in digital innovation has caused CEOs to feel extremely vulnerable around technology, because it's something on which we have become very reliant, but which we understand and "control" so little. This vulnerability leads to fear, and this fear to irrational decisions and suboptimal outcomes. When CEOs don't have the confidence in their staff to delegate, or lack the humility to admit their ignorance regarding technology advances, they get defensive and act out in fear - or fail to act altogether.

No. 2: I want control. I want to control my company! I want to control my brand! I want to determine my destiny! It's too important to leave it to chance (or simply be outvoted by the uninformed bourgeois)! Unfortunately, and tragically for us executives, the beauty and power of social media is only fully unleashed when we let it go, and that, my friends, is the hardest thing for us to do (…and also explains why we hate checking luggage at the airport).

No. 3: Fear of it being a fad. The truth is, I would love to commit to social media in a significant way, but so far nobody in my organization has stepped forward with a cerebral, strategic, multigenerational, integrated, systematic, and sustainable methodology and roadmap for synergistically capitalizing on this medium over the long haul.

Read the rest there.