--- name: social-engagement-manager description: Centralize and manage all social media interactions, comments, DMs, and mentions across platforms. Use when managing social inbox, responding to comments, handling customer service on social media, routing inquiries to teams, tracking response times, monitoring engagement, or managing community interactions. Triggers on phrases like "social inbox", "social comments", "respond to mentions", "DM management", "social customer service", "comment moderation", "social engagement", "social response time", "social media management", "community management". --- # Social Engagement Manager Centralize and manage all social media interactions and community engagement across every platform. ## Workflow 1. Connect all social media accounts to a unified inbox (Twitter/X, Facebook, Instagram, LinkedIn, TikTok, YouTube). 2. Configure automated routing rules based on platform, keyword, sentiment, and team ownership. 3. Set up priority scoring: sentiment analysis + urgency detection + VIP identification. 4. Deploy AI-assisted response suggestions for common queries and FAQs. 5. Establish SLA targets by channel type (e.g., DMs < 1 hour, public comments < 4 hours). 6. Monitor engagement metrics: response time, resolution rate, sentiment shift, escalation rate. 7. Generate weekly reports on volume, response quality, and customer satisfaction. 8. Continuously refine response templates and routing rules based on performance data. ## Unified Social Inbox Architecture ``` SOCIAL INBOX STRUCTURE ======================= PLATFORM CONNECTIONS: Twitter/X: Comments, mentions, DMs, replies, quote tweets Facebook: Page comments, page messages, post comments, review responses Instagram: DMs, story replies, comment replies, DM auto-replies LinkedIn: Post comments, profile messages, group mentions TikTok: Comments, DMs (limited API access) YouTube: Comment replies, community tab responses Reddit: Brand mentions in relevant subreddits (monitoring) Pinterest: Comment responses, repin engagement INBOX VIEWS: ┌─────────────────────────────────────────────────────────────────────┐ │ ALL INBOX │ UNREAD │ FLAGGED │ MY ITEMS │ RESOLVED │ ├─────────────────────────────────────────────────────────────────────┤ │ PRIORITY: CRITICAL │ HIGH │ MEDIUM │ LOW │ │ PLATFORM: Twitter │ Facebook │ Instagram │ LinkedIn │ ALL │ │ STATUS: OPEN │ PENDING │ AWAITING │ RESOLVED │ CLOSED │ │ SENTIMENT: NEGATIVE │ NEUTRAL │ POSITIVE │ MIXED │ │ ASSIGNEE: [Team Member] │ UNASSIGNED │ ALL │ └─────────────────────────────────────────────────────────────────────┘ ITEM CARD (each interaction): ┌──────────────────────────────────────────────────┐ │ [Profile Photo] @username — 2 min ago │ │ Platform: Twitter/X │ Sentiment: ⚠️ Negative │ │ Priority: HIGH │ Assigned: Sarah M. │ │ │ │ "Your product stopped working after the latest │ │ update. I've been a customer for 3 years and │ │ this is unacceptable. Need a fix ASAP." │ │ │ │ AI Suggestion: "Hi [Name], I'm really sorry │ │ about the issues you're experiencing. We've │ │ identified a bug in the latest update and a fix │ │ is rolling out today. Can you DM us your account │ │ so we can prioritize your fix?" │ │ │ │ [Reply] [DM] [Escalate] [Mark Resolved] [Assign] │ └──────────────────────────────────────────────────┘ ``` ## Priority Scoring System ``` PRIORITY SCORING ALGORITHM ============================ SCORE CALCULATION (0-100, higher = more urgent): SENTIMENT COMPONENT (0-40 points): Strongly negative + complaint: 40 points Negative + frustration: 30 points Negative (mild): 20 points Neutral/question: 10 points Positive/compliment: 0 points (Detected via NLP sentiment analysis) VIP SIGNAL (0-25 points): Known customer (in CRM): +15 High-value customer (LTV >$5K): +25 Influencer (10K+ followers): +20 Press/Media outlet: +25 Employee referral: +10 Brand advocate (positive history): +5 ENGAGEMENT MOMENTUM (0-20 points): Thread has 10+ replies: +15 Thread has 20+ replies: +20 Post has 100+ likes (viral risk): +20 Mentioning @company + tag: +10 Using branded hashtag: +5 TIME SENSITIVITY (0-15 points): Contains "ASAP", "urgent", "now": +15 Service outage reference: +15 Contains deadline/time reference: +10 Business hours inquiry: +5 PRIORITY TIERS: CRITICAL (80-100): → Response SLA: 15 minutes → Auto-notify: Team lead + social manager → Examples: Service outage complaints, viral negative threads, media mentions HIGH (60-79): → Response SLA: 30 minutes → Auto-assign: Available team member → Examples: Customer complaints, frustrated users, high-engagement negative posts MEDIUM (30-59): → Response SLA: 2 hours → Queue: Standard assignment → Examples: General questions, feature requests, neutral inquiries LOW (0-29): → Response SLA: 24 hours → Queue: Batch processing → Examples: Positive comments (thanking), general praise, informational asks AUTO-ESCALATION RULES: - Unresponded after SLA + 30 minutes → escalate to team lead - Second response from same user within 1 hour → bump priority +10 - Keywords "lawsuit", "legal", "attorney", "complaint" → immediate escalation - Competitor comparison (negative) → flag for competitive intelligence ``` ## Response Templates Library ``` RESPONSE TEMPLATE CATEGORIES ============================== CUSTOMER SERVICE — PROBLEM REPORT: "Hi {{name}}, thanks for reaching out. I'm sorry to hear you're experiencing {{issue}}. We take this seriously and want to get this resolved for you. Could you share your account email so our support team can look into this right away? You should hear back within {{sla_time}}." Use when: Bug reports, service issues, billing problems Tone: Empathetic, action-oriented, specific timeline CUSTOMER SERVICE — BILLING INQUIRY: "Hi {{name}}, I'd be happy to help with your billing question. For security reasons, could you DM us your account email? Our billing team will pull up your account and resolve this within {{sla_time}}. Thanks for your patience!" Use when: Charge questions, refund requests, subscription issues Key: Always move sensitive info to DM PRODUCT FEEDBACK — FEATURE REQUEST: "Hi {{name}}, that's a great suggestion — thanks for sharing! Our product team reviews all feedback, and we've added this to our consideration list. We'd love to hear more about your use case. Want to share more details here or via email at {{feedback_email}}?" Use when: Suggestions, feature requests, improvement ideas Tone: Appreciative, validating, open SOCIAL PROOF — POSITIVE COMMENT: "Thank you so much, {{name}}! 😊 We're thrilled to hear you're getting value from {{product}}. If you ever have suggestions or just want to say hi, we're always here. Enjoy! {{relevant_emoji}}" Use when: Praise, testimonials, positive mentions Tone: Warm, genuine, brand-appropriate emoji CONTROVERSIAL / SENSITIVE TOPIC: "Hi {{name}}, we appreciate you sharing your perspective. We want to make sure we fully understand your concern. Could you share more details via DM so we can address this thoughtfully? We're here to help." Use when: Potentially volatile situations, sensitive complaints Key: De-escalate, move to private channel, acknowledge SALES INQUIRY — PRODUCT QUESTION: "Hi {{name}}, great question! {{brief_answer}}. If you'd like to learn more or see {{product}} in action, we'd love to set up a quick demo. Book here: {{link}} or reply and we'll coordinate." Use when: Product interest, pricing questions, comparison asks Key: Provide value first, soft CTA, no hard sell PRE-DEFINED RESPONSE TEMPLATES BY SCENARIO: SCENARIO: "Where can I find documentation?" RESPONSE: "Hi {{name}}, you can find our complete documentation here: {{docs_url}}. If you need help with anything specific, just let us know and we'll point you in the right direction!" SCENARIO: "How much does it cost?" RESPONSE: "Hi {{name}}, our pricing starts at {{starting_price}}/month. You can view all plans and features here: {{pricing_url}}. Each plan includes {{key_feature}}. Want help choosing the right one?" SCENARIO: "I want to cancel my subscription." RESPONSE: "Hi {{name}}, I'm sorry to see you considering leaving. Before you go, would you be open to sharing what's driving this decision? We'd love the chance to make things right. If you've made up your mind, you can cancel here: {{cancel_url}}." SCENARIO: "Your competitor is better/cheaper." RESPONSE: "Hi {{name}}, we appreciate your honesty. We'd love to understand what specific features or aspects of {{competitor}} are appealing to you. Our team is always looking for ways to improve. Would you be open to a quick chat?" TEMPLATE USAGE RULES: - Never use templates verbatim — always customize first 2 lines - Add name personalization to every response - Match platform tone (LinkedIn = professional, TikTok = casual) - Never use template language that sounds robotic ("I understand your frustration") - Keep responses under 280 characters for Twitter/X - Include emoji only when brand voice allows (1-2 max) ``` ## Response Time SLAs and Benchmarks ``` RESPONSE TIME STANDARDS ======================== INDUSTRY BENCHMARKS BY CHANNEL: Twitter/X: Average response time: 4.7 hours Top performers: < 1 hour Customer expectation: < 1 hour (60% of users expect this) SLA target: 60 minutes for all mentions, 15 minutes for complaints Facebook: Average response time (Messenger): 6 hours Top performers: < 15 minutes Customer expectation: < 1 hour SLA target: 30 minutes for messages, 4 hours for comments Badge: Facebook "Very Responsive" badge requires < 5.8 hours avg Instagram: Average response time (DM): 3.2 hours Top performers: < 30 minutes Customer expectation: < 2 hours SLA target: 2 hours for DMs, 6 hours for story replies LinkedIn: Average response time: 12 hours Customer expectation: < 24 hours SLA target: 4 hours for messages, 24 hours for comments TikTok: Average response time: 24 hours Customer expectation: < 12 hours SLA target: 8 hours for comments, 24 hours for DMs YouTube: Average response time: 1-3 days SLA target: 24 hours for comments, 48 hours for questions SERVICE LEVEL TARGETS BY COMPANY SIZE: Startup (< 50 employees): Response time: < 4 hours (best effort) Coverage: Business hours only Team: 1-2 people Mid-Market (50-500 employees): Response time: < 2 hours Coverage: Extended hours (8 AM - 10 PM) Team: Dedicated social manager + support overflow Enterprise (500+ employees): Response time: < 1 hour Coverage: 24/7 with escalation paths Team: Dedicated community management team RESPONSE QUALITY METRICS: First Response Time (FRT): Time from customer message to first reply Resolution Time: Time from initial contact to issue resolution Response Rate: % of interactions that receive a response (target: > 95%) First Contact Resolution (FCR): % resolved without follow-up (target: > 70%) Customer Satisfaction (CSAT) post-response: Target > 4.2/5.0 Deflection Rate: % of inquiries resolved via auto-reply/FAQ (target: 20-30%) ``` ## Automation and AI Assistance ``` AUTOMATED RESPONSE WORKFLOW ============================= AUTO-REPLY TRIGGERS: Business hours greeting: "Thanks for reaching out! We're here Mon-Fri, 9 AM - 6 PM {{timezone}}. We'll get back to you as soon as possible." Trigger: DM received outside business hours FAQ auto-detection: "Pricing?" → Send pricing page link + plan comparison "Shipping?" → Send shipping policy + delivery timeframes "Returns?" → Send return policy + instructions "Support?" → Send help center URL + contact options Order tracking: "Where's my order?" → Auto-pull order status from e-commerce API Response: "Your order #{{order_num}} is {{status}}. Track it here: {{tracking_url}}" Appointment booking: "Can I schedule a demo?" → Send Calendly/scheduling link "When's your next event?" → Send upcoming events calendar AI RESPONSE SUGGESTION ENGINE: Input: Customer message + conversation history + CRM data Processing: NLP analysis → intent classification → template matching Output: 3 response suggestions ranked by predicted satisfaction Confidence scoring: > 80%: Auto-approve (team member clicks to send) 60-80%: Suggest with edit recommendation < 60%: No suggestion (human-crafted response needed) Learning loop: - Track which suggestions are used vs. modified vs. ignored - Refine templates based on highest CSAT scores - Monthly template optimization cycle SMART ROUTING RULES: Rule 1: Billing/finance keywords → route to Finance team Rule 2: Technical issue keywords → route to Support team Rule 3: Sales/pricing keywords → route to Sales team Rule 4: Product feedback keywords → route to Product team Rule 5: Legal/compliance keywords → route to Legal + escalate Rule 6: VIP customer (from CRM) → route to senior team member Rule 7: Negative sentiment + complaint → auto-flag + assign to senior rep MULTI-LANGUAGE HANDLING: Detection: Auto-detect language of incoming message Routing: Route to team member who speaks that language Fallback: AI-translate + flag for human review Supported languages: English, Spanish, French, German, Portuguese, Japanese, Mandarin, Korean, Hindi, Arabic ``` ## Community Engagement Strategy ``` ENGAGEMENT OUTREED STRATEGY ============================== PROACTIVE ENGAGEMENT (not just reactive): DAILY ACTIVITY MIX: 40% — Responding to inbound mentions/comments 25% — Engaging with industry conversations 15% — Amplifying customer content/UGC 10% — Direct outreach to potential advocates 10% — Monitoring and curating for insights ENGAGEMENT TACTICS BY PLATFORM: Twitter/X: - Reply to trending industry hashtags (add value, not just follow) - Retweet customer success stories with personalized commentary - Participate in Twitter Spaces related to industry - Quote-tweet with added insight (not just agree) - Target: 15-25 engagement actions per day LinkedIn: - Comment on industry leader posts with substantive insights - Tag relevant team members in relevant conversations - Share employee achievements and milestones - Engage with partner/company connections - Target: 10-15 high-quality comments per day Instagram: - Respond to every story reply within 2 hours - Comment on user-generated content with brand tag - Engage with followers' posts (likes + genuine comments) - Share community highlights in Stories - Target: 20-30 engagement actions per day TikTok: - Reply to comments with video responses (highest engagement) - Duet/Stitch trending relevant content - Engage in comment sections of competitor posts (tastefully) - Target: 10-15 engagement actions per day INFLUENCER AND ADVOCATE NURTURING: Identify: Users who mention brand 3+ times with positive sentiment Engage: Personalized response, thank them, offer exclusive content Cultivate: Invite to beta programs, early access, AMAs Reward: Feature in brand content, send swag, affiliate code Track: Advocate engagement score, referral conversions ADVOCATE TIER SYSTEM: Tier 1 — Casual Mentioner (1-2 mentions): Thank + engage Tier 2 — Regular Engager (3-5 mentions): Feature + exclusive content Tier 3 — Brand Advocate (5+ mentions, positive): Beta access + swag Tier 4 — Super Fan (consistent, high-reach): Partnership opportunities ``` ## Moderation and Governance ``` MODERATION POLICY FRAMEWORK ============================= COMMENT FILTERING RULES: AUTO-HIDE: - Spam/promotional content (external links to non-partner sites) - Obscene/profane language (customizable word list) - Hate speech or discriminatory content - Impersonation attempts - Competitor shilling FLAG FOR REVIEW: - Negative sentiment with specific claims - Legal/compliance concerns - Media/press inquiries - Potential crisis indicators - Sensitive topic discussions ALLOW AND ENGAGE: - Constructive criticism (respond with solutions) - Product questions and feedback - Positive testimonials and UGC - Industry discussion and insights - Neutral inquiries CONTENT POLICY ENFORCEMENT: Strike system: 1st violation: Warning (polite request to adhere to guidelines) 2nd violation: Mute (user can post but not see brand replies) 3rd violation: Block (permanent, with reason) Public policy: Publish community guidelines on website/social profiles Transparency: Publish monthly moderation stats (optional but builds trust) CRISIS ESCALATION PROTOCOL: Detection: Sentiment spike > 30% negative within 2 hours Response team: Social manager + PR lead + executive sponsor Timeline: T+0 min: Alert sent to crisis team T+15 min: Situation assessment complete T+30 min: Initial response drafted and approved T+60 min: Response published + monitoring intensified T+4 hours: Follow-up update T+24 hours: Post-crisis review ``` ## Performance Reporting ``` WEEKLY ENGAGEMENT REPORT ========================= REPORT STRUCTURE: VOLUME METRICS: Total interactions: {{count}} (vs. prior week: {{change}}%) By platform: Twitter {{count}}, Facebook {{count}}, Instagram {{count}}, LinkedIn {{count}} New vs. returning: {{new}}% new, {{returning}}% returning Peak activity hours: {{hour_range}} RESPONSE METRICS: Average first response time: {{time}} (target: {{target_time}}) On-SLA responses: {{percent}}% (target: > 90%) Escalations: {{count}} ({{escalation_rate}}% of total) First contact resolution: {{percent}}% QUALITY METRICS: Sentiment distribution: {{positive}}% positive, {{neutral}}% neutral, {{negative}}% negative Sentiment shift (pre→post response): +{{shift}}% Customer satisfaction: {{score}}/5.0 Response reuse rate (template vs. custom): {{percent}}% ENGAGEMENT METRICS: Proactive engagement actions: {{count}} Community growth: +{{count}} followers this week Share of voice vs. competitors: {{percent}}% Top performing response: "{{response_text}}" ({{engagement_count}} engagements) TOP ISSUES THIS WEEK: 1. {{issue}} — {{count}} mentions — {{status}} 2. {{issue}} — {{count}} mentions — {{status}} 3. {{issue}} — {{count}} mentions — {{status}} ACTION ITEMS FOR NEXT WEEK: - {{action_item}} (owner: {{name}}, deadline: {{date}}) ``` ## Integration Points - **Sprout Social / Hootsuite / Agorapulse**: Unified inbox, social scheduling, team collaboration, reporting dashboards - **Sprinklr / Brandwatch**: Enterprise social listening, AI-powered sentiment analysis, crisis detection, influencer identification - **HubSpot / Salesforce**: CRM integration, contact enrichment, deal attribution from social interactions, timeline view - **Zendesk / Intercom**: Ticket routing from social, shared knowledge base, SLA tracking, escalation workflows - **Brand24 / Mention**: Real-time brand monitoring, share of voice, competitor tracking, alert management - **Google Analytics**: Social referral tracking, UTM parameter management, conversion attribution - **Slack / Microsoft Teams**: Real-time notifications for critical mentions, team assignment alerts, daily digest summaries ## Edge Cases - **Multi-region / global brands**: Different team timezones, language barriers, cultural sensitivity requirements, platform availability varies by country - Use shift-based coverage with handoff protocols between regions - Maintain locale-specific response templates (US, EU, APAC, LATAM) - Platform restrictions: WeChat for China, VK for Russia, LINE for Japan - Compliance: GDPR (EU data handling), CASL (Canada), PDPA (Singapore) - **Crisis situation management**: Viral negative event, product recall mention, executive controversy - Immediately pause all scheduled promotional content - Activate crisis response team within 15 minutes - Single spokesperson approach (no contradictory messages) - Document every response for legal review - Post-crisis: comprehensive analysis and prevention plan update - **Employee advocacy program**: Employees posting about brand, potentially conflicting messages - Provide pre-approved talking points and content - Training on social media policy - Monitor for policy violations without micromanaging - Clear escalation path for employee-related issues on social - **Bot and troll management**: Automated spam accounts, coordinated negative campaigns, astroturfing - Auto-filter known spam patterns - Report coordinated campaigns to platform - Never engage with trolls — block, report, move on - Document patterns for platform abuse reporting - Monitor for bot activity spikes (sudden volume from new accounts) - **Platform algorithm changes**: Sudden drop in reach/engagement due to algorithm updates - Monitor platform announcements (Twitter/X blog, Facebook Newsroom) - Test and adapt content formats within 48 hours of change - Diversify across platforms to reduce single-platform dependency - Increase community engagement (algorithm-favored behavior) - Track impact in weekly reports - **Seasonal volume spikes**: Holiday season, product launches, Black Friday, major events - Pre-schedule responses for common holiday queries - Cross-train team members for surge coverage - Extend auto-reply hours during high-volume periods - Temporarily adjust SLAs with communication to customers - Post-spike analysis: capacity planning for next cycle