It’s no longer just about mailing in paperwork and awaiting the oversize van and larger-than-life check to arrive. Publisher’s Clearing House just launched a customer service initiative on Facebook.

PCH recently hired two full-time professionals to monitor its Facebook presence and regularly interact with fans. The company has also started a new sweepstakes program aimed at enhancing engagement with customers via social media.

Dubbed PCHSuperfan, the newly launched program was developed in conjunction with Buddy Media.

People who become fans of PCH Online’s Facebook page have the chance to double their prize money if and when they win a PCH cash prize between $10,000 and $1 million. From now until December 2012, at least 25 prizes will be given out in this range.

The PCHSuperfan program is aimed at encouraging Facebook users to become fans of PCH Online’s Facebook page and register on its Superfan tab.

If a Superfan enters at least one PCH sweepstakes by mail or through one of their websites (including PCHGames.com, PCHLotto.com. PCH.com, PCHONLINESurverys.com, or PCHSearchAndWin.com) and wins, the prize amount will automatically double.

PCH Online Vice President Josh Glantz said in a press release:

Though historically known for big, life-changing sweepstakes in the mail, we have become a multi-channel business…on the web, mobile and social channels. The Superfan promotion will help to increase engagement with our fan base on Facebook and on our entertainment based properties.