The best approach is to work towards understanding your users, and in the case of managers, your staff. If you're working in IT (no matter what role), keeping an ear to the ground when it comes to understanding what technologies and services consumers are using will help you better understand how to provide the highest quality service to your users. It will also help you understand what tools your staff will be familiar with while supporting your customers.
In addition to the familiarization of Social Media tools, there is also an important psychological shift that's happening at the same time. In the case of USF, the previous Help Desks were a face-to-face or phone-to-phone experience. While moving the interaction to Social Media still pares the experience down to a half-duplex interaction - much like email, the expectation with regard to speed is greatly increased. In addition, users now have a searchable knowledge database of previous questions and answers - capitalizing on the full-service work with a self-service solution.