You say “social,” McAfee said, and the CXO will think this…
Enterprise 2.0 makes clear that the new technologies are good for much more than just socializing-when properly applied, they help businesses solve pressing problems, capture dispersed and fast-changing knowledge, highlight and leverage expertise, generate and refine ideas, and harness the wisdom of crowds. (from the book)
So for the C-suite cut the social terminology. Talk about what problem you’re trying to fix (open communication channels, connecting cross-functional groups, project management, on-the-job support, matching experts, reducing redundancy, knowledge management).
I think this is spot on and, BONUS, it seems to ironically fit my persona : )