Why are companies hesitant to utilize social media as a customer service channel? For many it is still a bit unclear who should be in charge of social media interactions – marketing, sales, public relations (PR) or contact center? Of course, best practices are still to evolve, but I would say that contact center handles the customer contacts where immediate customer service action is required. In these cases speed is essential and contact center operations are already built to solve customer requests fast. Marketing/PR in turn handles the more generic conversations, but also here it is important to listen and learn from the discussions and not just trying to push the own message.