Service sociology is a critical strategy for teaching and learning in sociology. Even beyond that, service sociology is an imperative for communicating the value of our discipline to our students and other constituents. Using data collected from faculty members in Minnesota colleges and universities, I describe the salience of the sociology literacy framework for service sociology and as a means to avoid some of the weaknesses associated with service learning as a general pedagogy in our discipline. I offer six recommendations for advancing a "culture of service" in sociology, concluding with the case for service sociology as socialization to advance the common good while building sociological literacy.