Social customer care has been available for quite a long time...but increasingly it's becoming the norm.
This isn’t a case of being a first adopter anymore, trust me, your competitors are out there doing this. Social is here to stay. Don’t think that this is just a role for marketing either, it is a role that every person in your company can and should play. Don’t try and do it by yourself, if you had the people capable of implementing it, you would be doing this already.