For businesses looking to put more emphasis on their social media, this infographic and videographic may influence your decision. The data came from SimpliFlying, who researched the social media practices and successes of large airlines.
They were measuring the difference between two different kinds of systems: integrated and dedicated. An integrated system has staff from a wide variety of departments who are all trained in social media. A dedicated system is an actual department dedicated solely to social media.
The research used the number of Twitter followers, Facebook fans and Klout scores to measure success and found that integrated systems beat dedicated.