Information is gathered in real-time from one or more information sources monitored by a contact center. For example, information may be gathered from social media sites and routing hardware in the contact center. The gathered information is about a product and/or service managed by the contact center. The gathered information is analyzed in real-time to determine a potential impact on communications with the contact center. For instance, the gathered information is analyzed to determine how it impacts voice calls in the contact center. The communications with the contact center are routed based on a skill group. In response to determining that there is a potential impact on the communications with the contact center, the system dynamically creates a new skill group and/or modifies the skill group. New communications are then routed to an agent in the new skill group and/or in the modified skill group.