It started out as a way to stalk everyone in high school you ever crushed or hated on…and then it went and changed the whole damn world.

Social media is more than just hundreds of millions of people swapping information about your business (and what it does right…and what it does wrong). It is the definitive space for nurturing your customer base, cultivating company culture, and it’s also the fastest-growing space for providing customer support. In fact, 62 percent of consumers have used social media for customer service issues.

Also compelling: there will soon be more Gen Y customers in the marketplace than any other age group. And having been raised on smartphones, tablets, and FourSquare, they will expect the places with which they do business to have adapted to their methods of communication.Just ask PapaJohn’s. Customer support is getting social and it’s time for every organizations to heed this ever-growing call.