If you connect with a company via social media, it's likely to be someone in Marketing, or Customer Service. It might be an evangelist, or a community manager, or even the CEO. But when you then reach out to that company to explore some kind of business relationship--i.e., you want to spend money with them--you then don't speak with that person. You speak with someone in sales--and all too often they don't have the context, the connection or the relationship. These interactions are rarely as satisfying. This, it seems to me, highlights two important issues: 1. Social Media engagement shouldn't be constrained to any one departmental silo.
2. Your company is probably not ready for #1.