What is Social Customer Service and how does it integrate with Service Cloud?

Social Customer Service (SCS) connects Salesforce with social media platforms (Twitter/X, Facebook, Instagram) via Social Studio (Radian6) integration. When a customer posts or mentions the brand on a connected social channel, SCS can automatically create a case or lead in Salesforce. Agents respond directly from the Service Console, and responses are posted back to the social channel. SCS uses Apex-based routing rules to determine which social posts become cases. Social cases appear in queues like any other case and can be subject to the same assignment, escalation, and Omni-Channel routing rules.