Customer data will continue still survive in its own domain, however, much more data will be stored to retain the link these entities have.
The main task ERP systems will need to achieve is to correlate data from social media sites with data inside the ERP. The outcome is; much more data needs to be related.
Some form of reference must be kept. A record must be created in the ERP to aid in data retention and accounts. The use of Application Process Interfaces (API) to communicate with social media platforms will become paramount.
This does not mean that the data will be stored any differently. However, it will require additional space, increased volumes and links to external sources that were not even in existence 10 years ago.