Are self directed work teams blasé or still in vogue?

Let me frame the question...

I am a product manager in social marketing services. I am in a position to advise brands on approaches to social.

Organizationally there is an edge between marketing and customer service that presents itself in a barrier between the nature of communications between these two groups and the brand's customers.

When customers engage socially about a product, they expect to hear one voice from the brand.

The solution to me appears to be a cross functional team that can engage with customers socially without any internal barriers.

Would it be blasé to suggest this team should be self directed? I think the leadership of a designated individual would unnaturally shape communications in favor of one of the elements of the team. However, with a self directed team, communications would have a chance to be shaped by the most relevant element to the situation.

Is there another style of teamwork that seems appropriate to this scenario? Has the concept of self directed teams been repudiated?

I am also posting this on LinkedIn. I will give you credit, but let me know if you don't want your response cross posted.