Associating callers of a contact center with their social media identity may provide mutual benefits to the caller and contact center. For example, a business operating a contact center can receive information about their current and potential customers and customers can receive additional information, incentives, or other perks by allowing access to their social media profile. When a caller initially calls a contact center, they are prompted, and possibly incentivized, to check into a virtual venue. The caller may then be known, via an associated social media identity, to the contact center. The virtual venue may then receive access to comments and other posts, such as endorsements, provided by connects to the social media identity and process the call in accordance with the sentiment or utilize the social media network for post-call follow-up.