It is clear that being effective in social media means maintaining that creative curiosity and desire to learn and try new things. So spending time everyday reading, researching, writing, and pushing your own knowledge envelope is of critical importance. You also have be clear about your core strengths and not get too distracted by all the tools and trends clamoring for your social attention.
So in the interview about social media, you need to be able to say something like, "I have set up a few Radian6 dashboards for monitoring and responding to the conversations going on across the web." It helps if you've done some of that work for large corporate clients, because they are the only ones who are going to be able to afford a Radian6 liscence. But that does not excuse you from not getting involved and learning all you can about R6. And when someone asks you about your R6 quotient you can chat intelligently about the "river of news" and "share of voice" monitoring.
So by stringing together a couple of pieces of information I have arrived at 5 primary online locations where I might be able to find and harvest CFO's online using social media. The proof is in the results, so I can't say yet if I have uncovered something of value. But the process of using these various social media channels to reach your prospect will work regardless of your exact target.
Often in networking, as in life, it's not who you know, it's how you know them, how they represent you, and who THEY know. Social media networks and personal branding are all the rage, but the simple process is do good work, reward good people and let others know how good they are. And over time, the "love you take, is equal to the love... you make."