Customers may use a number of channels to communicate with a business or other organization. If a customer initially posts an issue on social media and, before seeing a response, initiates a communication via a different channel (e.g., telephone call, email, etc.) to address the same issue, duplicative efforts may be reduced or eliminated. The customer is identified as being associated with the social media post and background information may be extracted from the social media post. If the issue is addressed on the social media site, the customer is notified, even if they are presently engaged in the communication via the different channel. If the customer is satisfied with the response, they may discontinue the communication via the different channel. If the customer is not satisfied, an agent may be assigned based, at least in part, on information gained from the social media website.