"All forms of customer service share the same core Image values. But social media brings in completely new rules of play that you need to educate your social customer service team in."
The opening paragraph of this article says it all: "As Customer Service becomes the front line of social communication for your company, the lines between community engagement and customer service become blurred. Customers speak to companies in a different way on Facebook and Twitter, raising a whole range of different subjects. Your customer service representatives will need to move away from simple issue resolution, and dip into general chatter from time to time. When customers give feedback about products, for example, your team can deliver a better experience and obtain better information if they enter into a real conversation."
Via Mike Ellsworth