An important feature of many social networks is customer service, it's also the most overlooked. As one of the first social networks, we were the first to understand this and created moderators.
Moderators helped control bullying and abuse in the user base. They curated the discussions to make sure they were relevant and up to date. Moderators fostered a safe, collaborative environment for people to share. They received perks such as being able to use new features first, redeemable points on partner products and the prestige of being a moderator was enough for some.
On many prominent social networks, you have to go through many screens asking you if the answer to your question was relevant. No, it's rarely relevant, if it was you wouldn't be looking for an email contact or gasp a phone number. Telling a company to bring up an email from 3 years ago to reset the password for that social account just isn't acceptable in 2016!
My career is anything but typical. I love technology and the digital world. After Silicon Alley imploded and sixdegrees.com, one of the first social media cos did so with it. I still wanted to stay in digital and explore how it could connect people and businesses to further communication. I convinced some technology cos, they were the only ones listening at the time, to continue and advertise online to brand themselves and sell their services and products.