Anyone of the organization's teams can benefit from using Social Engagement:
If you are in Sales, you may want to keep track of your key accounts and competitors.
If you are in Marketing, you may want to track your brand, see who your key influencers are, or monitor the social impact of a particular campaign.
If you are in Service, keeping customers happy is important. You can listen for when customers are unhappy on social channels and be proactive about responding.