1. A computer-implemented method, comprising: detecting a message communicated using a social networking account, wherein the social networking account is associated with a customer communications apparatus; determining that the message satisfies a response criteria, wherein determining that the message satisfies the response criteria includes determining that the message articulates a comment and refers to a pre-determined entity associated with the response criteria; selecting a customer service communications apparatus associated with the pre-determined entity; transmitting code, wherein the transmitted code causes a communications initiation feature to be displayed at the customer communications apparatus associated with the social networking account, wherein the communications initiation feature is associated with a stored credential, and wherein the transmitted code causes the communications initiation feature to become selectable at a future time; receiving selection information representing a selection of the communications initiation feature, wherein the selection information includes a parameter associated with the selection of the communications initiation feature and origin information, the origin information representing the social networking account from which the message was communicated; validating the selection of the communications initiation feature, wherein validating includes using the origin information to identify that the selection information is associated with the social networking account and using the parameter to compare the selection information with the stored credential associated with the communications initiation feature; and facilitating communications between the customer communications apparatus and the customer service communications apparatus when the selection of the communications initiation feature is successfully validated.