Here's a hypothetical situation based upon a recent experience I had with a client. Let's say you're the director of marketing or communications with a large organization. Each year you spend a considerable amount of money on your Advertising/PR efforts.

However, the number one issue you face daily is customer service. In other words, you know your advertising will bring them in, but customer service will push them out. In PR, the majority of your issues center on customer service problems. It might be a general workforce problem or a lack of proper training, but it's that customer experience thing that's killing you.

Now the big question. Would you be willing to give up 30-40% of your budget, and perhaps your staff, to fix the customer service problem? Are you willing to fix the problem, with your budget?

To many of us that work within the social media world the answer seems obvious, but when you start dealing with organizations and internal politics you sometimes get answers like: "That's their problem, my job is X." or "Then you'd be cutting my budget."

Unfortunately it's not your budget or their problem, it's everybody's problem. And if you don't help them fix their problem, then all of you will have much bigger things to worry about.