There have been a lot of vendors across the social landscape, from conversation management to listening to media to analytics to publishing to ad optimization, plus those offering integration into other components such as HR, CRMandcommerce.
Such an approach would have yielded insights on how to optimize search, maximize the heuristics of the site for commerce, and pinpointed the content and schedule requirements of any follow-on CRM planning.
These include CRM (from Salesforce.com and other services), integrated commerce options with Amazon and Ebay, and access to analytics to see how the service is meeting marketing goals.