1. A system, comprising: a communication interface to a network; a processor to: access a call from a caller from the network; prompt the caller to provide a social media identity of the caller on a social media web site; upon receiving the social media identity of the caller, determine whether an affinity exists between the social media identity and an entity associated with the contact center; upon determining that the affinity exists, selecting a first interaction with the caller in accordance with the affinity; and upon determining that no current affinity exists between the social media identify and the entity associated with the contact center, selecting a second interaction with the caller in accordance with the absence of the affinity, wherein the second interaction differs from the first interaction; and conducting the selected one of the first interaction or the second interaction with the caller.