This article mentions a few good things, but misses social as a strategic tool.

That said, it does mention that Marketing must get close to customer service.  100%.  If you think about it, selling and walking away isn't the way any company works today.  We all market and sell and then continue you to support.

Social is also cross department, chosen by the employees, because, it is, after all a friction free way to communicate.

What we need to do is start using social strategic enable teams to collaborate, maybe marketing, sales and customer service working strategically.  To empower teams across, sales, marketing and customer service, the C-Suite and or the Board needs to drive this from the top down.

In fact social can join up all departments, marketing, sales, customer service, procurement, human resources, etc.