Marketing is not in line with Social Business

I subscibe to a newsletter called SmartBrief on Social Media. It's a great collection of what's going on in social media packaged and sent on a daily basis. And that's where I saw this headline:

"Social media still isn't well-aligned with marketing goals, survey finds" (article here)

I'd like to take this a notch up. Social Media might not be aligned with marketing goals, but even worse. Marketing is not alligned with Social Business practise. 

Let's start putting Social Business back to the core of where marketing stems from. Instead of asking: "How can marketing highlight/communicate the best qualities of our product?" ask:

• "How can marketing make out product better?"
• "How can marketing give the customer a better experience?"

In the spirit of alligning Social Media, Marketing, Social Business, and Customer Experience. What questions do you ask yourself?