Supporting your customers and members with social media is a very different kind of activity than supplying a call center. It requires a whole host of new skills, not least the ability to engage as a person with other people.
That ability to engage has to be a formal policy and expected behavior for your staff that you plan to turn loose online to engage with your customers. You can’t simply put call center people who only know how to read from a script onto a Twitter account with your company name and hope for the best.
Talking to a scripted call center staffer is usually unsatisfying. A scripted support person using social media is merely making the substandard experience transparent to the entire world. This is not adding value for anyone.
View social media based customer service as more performance art than as transaction. The quality of the interaction is going to be of more value to your organization than the individual improvement in outcome that you create for the customer or member in question.