Even as the regular use of social media becomes second nature in our own personal and professional lives, the rise of Facebook, Twitter, LinkedIn, Google+ and other social platforms continues to create confusion in the contact center industry. It's becoming increasingly clear that companies who create a positive social customer experience will have a significant competitive advantage.  Further, according to DMG Consulting, more than half of customer interactions will arrive at companies via social media within five years.

While we can debate whether social media is the next major channel for customer service, consumers have already embraced it as such. Still, most companies are not keeping up with these emerging demands. Although the majority of consumers have identified social media as their preferred way to address issues, a number of recent highly publicized studies have shown that the majority of social media complaints are ignored by companies. On top of this, most companies still aren't actively using social media for customer service, so there is still much work to be done.