Plans for launches, busy days and bad days.
Ask people to comment one word, and everyone who does gets your link in a private message. Here is how to plan it, what Meta allows, and the small details that decide whether it works.
Playbooks 6 min read
The questions under your ads are the last thing standing between a curious person and an order. Here is how to answer them quickly, publicly and well, with replies you can adapt.
Playbooks 5 min read
A recall, a shipping meltdown or a complaint that takes off: the comments move faster than anyone on your team. Here is what to do in the first hour, the rest of the day, and after.
Playbooks 5 min read
Not every negative comment is a problem, and hiding the wrong one makes things worse. A simple way to sort them: what to hide, what to answer in public, what to leave alone, and the few that need a person.
Playbooks 5 min read
From the week before Black Friday to the last shipping day before Christmas, the same questions and the same scams arrive in waves. Here is what to prepare, what to answer, what to hide, and when to change your answers.
Playbooks 5 min read
Moderating comments for one brand is a routine. For twelve, it is an operation: access, rules per client, who decides what, and a report the client actually reads. Here is how agencies set it up so it runs without heroics.
Playbooks 5 min read
Selling out is a good problem until the comments fill with "restock when?" and "where is my pre-order?". What to say before, during and after a sellout, and what the rules expect of a pre-order date.
Playbooks 5 min read
"I want my money back" under your ad is read by every buyer who opens the comments. How to answer refund and return requests in public, move the details private, and spot the ones that need a person.
Playbooks 6 min read
A launch brings the most comments your posts and ads will ever see, and the first hour sets the tone. A plan for the day before, the first hour, the first day and the first week.
Playbooks 5 min read
You do not have time to read every comment on every ad, and you should not need to. Here is a ten-minute daily check that catches what matters across Meta and TikTok, and the parts worth handing to automation.
Playbooks 5 min read
Duplicating, raising budgets and opening new placements all change where comments land and how many people read them. Here is what each scaling move does to the comment section, and how to keep up.
Playbooks 6 min read
Hundreds of near-identical comments in minutes, from accounts with no history. Here is how to tell a bot wave from real people, what to do in the first hour on each platform, and how to clean up afterwards without hiding your real customers.
Playbooks 6 min read
"The buckle snapped and cut my ankle." A safety report in your comments is information you may be required to act on, not a reputation problem to hide. Here is how to answer it, who to tell in the US, UK and EU, and how to run your comments during a recall.
Playbooks 6 min read
Slurs under a customer’s photo, a pile of abuse aimed at a staff member, a group arriving together from somewhere else. Here is how to protect the people being targeted, which platform tools help during a raid, what to do with threats, and how to look after the team reading it all.
Playbooks 6 min read
Comments do not keep office hours, and "whoever sees it first" means nobody on a Saturday. Here is how two to five people can share comment duty: coverage hours, shifts, handoffs, alerts in Slack or Discord, and who decides what.
Playbooks 6 min read