I'm new to this group, so please point me to an existing thread if I've failed to find a duplicate one. I'm interested in discussing how others think about using community forums and social media for customer service. Any good book recommendations on the subject?
One of my main concerns is that it could be disruptive to the sense of community or natural waves of social media for a customer service rep to post answers to a forum. Instead, is the main lever we'd have to educate select forum members and encourage them to represent our brand well?