Social
What arrives from where
Social is not one channel but several, each connected separately under Settings, and all of them landing as tickets on the same board as your email and chat.
- Instagram 📸 Direct messages and comments on your posts.
- Facebook 👍 Messenger conversations and comments on your posts.
- WhatsApp 💚 Messages to a connected WhatsApp number.
The one distinction that explains everything
Direct messages and public comments are not handled by the same AI, and almost every question about social behaviour comes back to this.
- Direct messages run the full AI: knowledge base, policies, workflows, order lookups. A DM is a real support conversation, so it is treated as one.
- Post comments run a separate, deliberately narrow agent with no knowledge base and no order data. It can reply publicly, move the case to a DM, or say nothing.
That is on purpose. A public comment thread is the worst possible place to be wrong, and an even worse place to be right about something private. The comment agent is built to be socially competent rather than knowledgeable, and to get out of the public thread the moment a comment turns into actual customer service.
Note: The full detail, every toggle on both layers, what each response mode changes, and how to test it, is in Social: AI on comments and DMs. Read that one before switching comments on.
From a comment to a DM
When a comment is really a support case, the right move is to take it private: nobody's order number belongs under a post. The comment stays as the ticket and the direct message becomes a side conversation attached to it, so the public thread and the private one stay linked and the next agent sees both. See Side Conversations.
WhatsApp is connected per number under Settings → WhatsApp. Each connected number is configured with:
- Market 🌍 Everything from that number lands in this market, which decides the language, tone and links the AI uses.
- Messages 💬 Whether incoming WhatsApp messages become conversations at all.
WhatsApp behaves like a DM channel: a real conversation, the full AI, a customer who expects a quick and personal reply.
The social signature
Social replies have their own signature, shared across the social channels and separate from email and SMS, with the usual merge tags for {{agentName}}, {{agentAlias}} and {{teamName}}, translatable per language.
Keep it very short or leave it empty. A formal sign-off under a two-line Instagram reply reads as a template, which is exactly the impression social is meant to avoid.
Good habits
Start with ingestion only. Connect the accounts, let the messages arrive as tickets, and work them by hand for a week before you let the AI answer. You will learn what your social traffic actually is, and it is rarely what people expect.
Turn DMs on before comments. DMs are private, recoverable and run the AI you already trust from chat. Comments are public and permanent.
Check the market on every connected account. Social has no language detection step in front of it: the market decides the language, so an account pointed at the wrong market answers your customers in the wrong one.
Remember the audience is everyone. A comment reply is read by people who will never write to you. That makes it worth more care than a private message, not less.
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