Dive summary: 

• As both user numbers and social media use increase, the need for a social support system grows; if your company can't afford to employ a support team there are ways to empower customers to help the cause. 
• Recruiting a team of passionate customers and providing them with the information you would normally give a internal support team can be a cost effective way to build a support system; giving them special access to announcements and a special title to designate them within the community. 
• If having customers answer questions isn't ideal, empowering employees to volunteer time for customer support can be another avenue. 

From the article: 

"Steve, a retiree who takes care of his aging stepfather full time appreciates the ability to connect with others in the HP forums because he is mostly home-bound. In the forums, he is known as WB2001 and spends anywhere from 30-40 hours a week answering questions.

Why does he do it?

He said that after beating cancer he was given a second chance and wants to use it to help others. The HP forums allow him to help others from the comfort of his home."