I'm not one to just post random infographics on here but I thought this one makes a good point. In the debate for or against having a dedicated "social media department," this graph makes a case against it...but hear it out. This doesn't argue against investing in social for communications. It in fact argues on how companies should smartly use social citing examples from the airlines industry.
I'm a firm believer in that you don't "do" social...that it is in fact something that you have to integrate into all areas of your company. Different customers have different sorts of needs that can't all be addressed effectively from one single department. It takes a well-balanced mixed of communicating from all the faces of a company to really make social work well.
Check out the infographic below (hat tip to Mashable). Do you agree?