Which action should Universal Containers take immediately to start providing social customer service on Facebook?

To initiate social customer service on Facebook, it's essential to leverage the tools that facilitate direct engagement on social media platforms. By installing Salesforce for Facebook and Twitter, Universal Containers can integrate their customer service functionalities directly with these social media channels. This setup provides the necessary infrastructure to manage customer interactions, track conversations, and respond efficiently to customer inquiries on Facebook, ultimately enhancing the overall customer service experience.

Using this approach allows for capturing customer interactions on social media, making it easier to manage them alongside other customer service workflows in Salesforce. The integration provides valuable features such as automatic routing of social inquiries to the appropriate team members, monitoring of social media mentions, and analytics capabilities to measure performance in these channels. Thus, launching social customer service through this method immediately equips Universal Containers with the right tools to engage effectively with customers on Facebook.