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It's nearly impossible for a business to get the full value of a social media initiative in place without using some sort of Integration layer. Note: Although originally intended to be part 5 of a 6-part series for business application vendors, I quickly realized that this topic was equally applicable to ISVs as well as to any commercial organization investing in social media.
But without an integration strategy in place, it makes it extraordinarily difficult to measure and analyze the impact of a social media initiative. In the absence of real metrics that are tied to business objectives (that are important to the C-levels), your social media initiative will be dominated by opinions, politics and personalities - and you will lose credibility in the process. In order to tie social media metrics into things like conversion rates, cost per lead, etc., as well as capture trends, data must be captured, collected and integrated across a number of different systems - and then analyzed, hence the need for an integration strategy.

With the demands placed on social media programs by internal customers and the executive suite, it's ever more critical to be able to integrate data across multiple systems to be able to make business decisions on marketing spend - as well as to justify marketing spend.
While I fairly agree with the comments of Hollis Tibbets, it is to be noted that Social media interactions should be allowed as company policy as controlled and measured objective. Hollis is a top-ranked author on Sys-Con media, is also published on Social Media Today "The World's Best Thinkers on Social Media", and maintains a blog focused on creating great software: Software Marketing 2013. Agilization All Things Social Anatomy of Agile Enterprise Andre Yee's Security Insider Anne Stuart’s BPM in Action BI in Action BPM and the Social Enterprise BPM from a Business Point of View BPM in the Cloud(s) BPM Insights BPM: Theory to Practice Business Agility Insights Business Ecology Initiative & Service-Oriented Solution Business IT Buzz Blog Business Transformation in Action Business-Driven Architect Cloud Talk Column 2 Data at Your Service Dion Hinchcliffe's Next-Generation Enterprises ebizQ Mobile CRM Enterprise Integration ebizQ's Business Agility Watch Enterprise Architecture Matters First Look Governing the Infrastructure.
He has established himself as an industry expert, having authored a large number of technology white papers, as well as published media articles and book contributions.

For innovation to happen extensively in an organisation culture, employees should be able to interact with their peers, friends in the social media to get new ideas, to solve a particular problems, to get support or help in developing a product and so on.

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