If you are going to be servicing large volumes of customers on social media, you will find it necessary to move from focusing provision on one-on-one support, to creating solutions that can pre-empt service needs.
By pre-empting customer needs you can begin to offer proactive support and self-service options.
The aim of this is not to remove the need for all contact with your organization, but to focus that need so that customers only require one-on-one support for more complex issues.
This means creating a dynamic model of customer support; a model that actively reviews complaints data to identify opportunities that anticipate the needs of a wider audience.