Before the agent answers anyone, we agree a reply policy with you for each client. That covers tone, which questions it can answer on its own, what counts as a complaint and who is told when one arrives. We load the client's FAQs, opening hours and offers so replies are accurate rather than guessed. Tell us about the awkward cases too: the regular who jokes in comments, the question about a product that has been dropped. Writing these down early saves your community manager from correcting the same reply twice.
Comments and DMs arrive across Instagram, TikTok and Facebook. The agent replies to routine ones in the client's voice, notices buyers who ask about price or availability, and passes those on as leads. Anything outside its rules lands in a queue for your community manager, with the thread and a suggested reply ready to edit.
Quiet periods matter too. When a client launches a campaign or a post goes viral, volume jumps. The agent keeps replying within the same rules, and your community manager sees what was held back rather than discovering a backlog on Monday.
The agent does not settle refunds, argue with critics or handle anything legal or safety related. Those go to a person. Useful measures are the time between a message arriving and a reply going out, how many held items your team approves unchanged, and how many DMs become real enquiries for the client. Review these in the monthly check-in.
On your website, SMS, WhatsApp, Instagram and Facebook Messenger, all from one agent.