Comments, direct messages, and mentions are monitored daily and responded to within agreed turnaround windows — typically same-day during business hours — using unified inboxes like Meta Business Suite or Sprout Social so nothing sits unanswered across multiple platforms.
This extends into first-line social customer care: routine questions get answered directly, while complaints, PR-risk comments, or anything requiring account access or a policy decision are escalated to your team with context, rather than either ignored or answered without authority to do so.