Business consulting giant Bain says that customers spend between twenty and forty percent more on companies that provide good end to end service on social media. These are the companies that fruitfully engage with customers over the same. However, few companies realize that social media gives multiple benefits and thus must be handled jointly by marketing, sales and product support teams. Ion most companies marketers solely handle this stream as it is believed to be a part of digital marketing. Yet these same marketers often fail when customers post servicing related queries as they may not understand the intricacies of all products. Thus other departments must be empowered to handle social media as this will lead to greater business values. Source: http://www.forbes.com/sites/forbescommunicationscouncil/2016/07/26/how-to-move-to-cross-functional-social-media-for-higher-customer-satisfaction/#62601b7b4d9c