Social media interaction is not the same as exchanging mails with clients or customer care calls. Professional team needs to have good understanding of social media network and features to make their right use. In addition to that, they must also be well versed in platform terminologies to respond correctly. These conditions often disqualify regular support staff for the job. This is the reason initial & established brands hire dedicated social media experts for the job. Your present support staff can manage it if they have the necessary social media insights.