This is not a question asking who owns or manages your organization’s social activities.
It is, instead, asking where they fit in the fibre of your organization.
About why they exist at all, and their purpose.
Whether they are an integral part of your organization’s sales strategy.
Whether you have adapted your organization to take advantage of the social web and the insights it provides.
Whether your organization has connected the inbound data from the social web to your existing customer data, to create an integrated view of your customers and prospects, working out how the social web can deliver incremental leverage to your organization.
And the reason all these questions demand careful answers? The social web delivers real-time leads and sales insights to your organization, leads and insights that you cannot afford to ignore, leads and insights that connect you faster than ever with customers and prospects declaring their interest in buying your products or services.
Insights and leads you action at once.
(A version of the post is published on www.digivizer.com.)