1) Social media usage has grown significantly globally, with most consumers now using smart devices and turning to self-support channels like social media for customer service. 2) Nokia recognized this shift and launched social customer service initiatives on platforms like Twitter and Facebook to engage customers where they are increasingly interacting. 3) Nokia saw great success with its social customer service efforts, with its Twitter customer service accounts ranking highly in independent studies for fast response times, high response rates, and positive customer feedback praising the efficient and helpful support.