For me , I think the two must work together.  The benefits of proactivley responding to customer's needs to improve satisfaction are clear, but gaining valuable insight through social networks like Twitter and Facebook would give companies a head start in both identifying where problems may occur and who they may occur with.  As a channel, I believe that social media can work wonders, but only if it is coordinated with other channels, where benefits are perhaps more measurable.

I don't think there is any need of coordinating social media channels together. Even if they are working individually they can do very well. After all it depends on each brands quality and creativity. Twitter, Facebook and Linked In has their own identity and place on internet and this is the reason companies are focusing to these websites..

-- www.guidetoinvest.net

No, I don't think this. Do not try to build links with software!! This is my suggestion. Well, if you want to get traffic, you can try email marketing. It's very efficient. You can use a software for email marketing. I am using iKode Newsletter Software now, and it brings a lot of traffic, if you are interested in this software, just google it! Hope to help you and your website! 

-- Free customer service software and free newsletter software sharing and free download.