Communications services are integrated with personalized selections of content and with social networks. A computer of an interactive system determines that an initiating communications party is associated with a personal content account external to the communications service provider. Personalized selections of content are provided from the personal content account to the initiating communications party during the communications session. The computer of the interactive system may also determine an agent to assign to the communication session in accordance with feedback received from communications parties based on previous communications between the communications parties and agents of the communications service provider. The agent to assign to the communications session first can be assigned in accordance with the feedback received from the communications parties based on previous communications between the communications parties and agents of the communications service provider.