A server comprising: a communication unit configured to communicate with a first social media server (141, 142); and a controller communicatively coupled to the communication unit, the controller configured to: operate a first virtual client (171, 172) for communicating with clients of the first social media server; receive, via the communication unit, a call request associated with a directory number (121, 122) of a call server, the call request to initiate a call associated with the directory number and a first given client (161, 162) of the first social media server; prior to conducting the call, establish an association between the first virtual client and the first given client, and associate the first virtual client with information associated with the directory number, such that the first given client identifies the first virtual client according to the information associated with the directory number; and conduct, via the communication unit, the call by controlling: the first virtual client to communicate with the first given client, via the first social media server; and the first virtual client to communicate with a communication device (111, 112) associated with the directory number, via the call server, wherein the first virtual client is temporarily associated with the information associated with the directory number, and the controller is further configured to, after the call ends: disassociate the first virtual client with the information associated with the directory number. a communication unit configured to communicate with a first social media server (141, 142); and a controller communicatively coupled to the communication unit, the controller configured to: operate a first virtual client (171, 172) for communicating with clients of the first social media server; receive, via the communication unit, a call request associated with a directory number (121, 122) of a call server, the call request to initiate a call associated with the directory number and a first given client (161, 162) of the first social media server; prior to conducting the call, establish an association between the first virtual client and the first given client, and associate the first virtual client with information associated with the directory number, such that the first given client identifies the first virtual client according to the information associated with the directory number; and conduct, via the communication unit, the call by controlling: the first virtual client to communicate with the first given client, via the first social media server; and the first virtual client to communicate with a communication device (111, 112) associated with the directory number, via the call server, wherein the first virtual client is temporarily associated with the information associated with the directory number, and the controller is further configured to, after the call ends: disassociate the first virtual client with the information associated with the directory number. operate a first virtual client (171, 172) for communicating with clients of the first social media server; receive, via the communication unit, a call request associated with a directory number (121, 122) of a call server, the call request to initiate a call associated with the directory number and a first given client (161, 162) of the first social media server; prior to conducting the call, establish an association between the first virtual client and the first given client, and associate the first virtual client with information associated with the directory number, such that the first given client identifies the first virtual client according to the information associated with the directory number; and conduct, via the communication unit, the call by controlling: the first virtual client to communicate with the first given client, via the first social media server; and the first virtual client to communicate with a communication device (111, 112) associated with the directory number, via the call server, wherein the first virtual client is temporarily associated with the information associated with the directory number, and the controller is further configured to, after the call ends: disassociate the first virtual client with the information associated with the directory number. the first virtual client to communicate with the first given client, via the first social media server; and the first virtual client to communicate with a communication device (111, 112) associated with the directory number, via the call server, wherein the first virtual client is temporarily associated with the information associated with the directory number, and the controller is further configured to, after the call ends: disassociate the first virtual client with the information associated with the directory number.