A call handling platform receives a call placed by a caller to a calling number. The platform examines parameters of the call, determines identifying information of the caller and matches the identifying information with a social network username corresponding to a social media network. The platform obtains the caller's social network data from the social media network. Using the social network data, the platform computes a social network influence score for the caller. The platform compares the social network influence score to a predetermined influence score threshold value and determines that the social network influence score for the caller indicates that the activity of the caller in the social media network has a high level of impact. The platform accordingly selects a first human agent at a call center and routes the call to the first human agent at the call center.