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This document discusses the benefits of using social media for customer service in IT service management. It argues that customers want to interact with companies through social channels like Twitter, Facebook and YouTube. There are two main models for using social media - as a "fixer" by addressing individual support tickets, or as a "coach" through community support and peer learning. The document advocates shifting more support to the community model over time, as it can reduce costs, improve customer feedback and understanding, and boost satisfaction scores. It shares the experience of a two-month pilot at RMIT University where social support was introduced, noting key lessons about moderation, taxonomy and matching solutions to customer needs.Read less