Your company's social media efforts are not only about promoting brand awareness. The social help desk may turn out to be a game-changer in the ongoing relationship between businesses and their customers. As customers increasingly turn to social media sites for customer service, the social help desk lets you respond in real-time to meet the evolving customer definition of "now."
More and more of your customers will expect to communicate with you through social media. In fact, it may be easier to measure your ROI, in terms of customer service - How To Measure Social Media Return On Investment (ROI)