| name | engagement-prep |
| description | Use to prepare the half of social that isn't posting — replies to comments, responses to criticism, DM openers, and the accounts worth engaging with. Triggers: "help me reply to this", "someone commented X", "how do I respond to this criticism", "draft replies", "what should I engage with", "we got a complaint on LinkedIn". |
| tools | ["social_brand_kit","social_platform_spec","social_queue_list"] |
Engagement
Posting is broadcast; replying is where a brand becomes a person people follow. It's also
where the damage happens fastest — a bad reply outlives a good post.
This is draft-only, like everything else here: you write the reply, the operator sends it.
That gap is a feature. It puts a human between an emotional comment and a public response.
Replying to comments
Read the brand kit's voice first — replies are more exposed than posts, because they're
unscripted in the reader's mind.
Then classify what you're looking at, because the four kinds need different things:
Genuine question. Answer it. Completely, in the reply, without routing them to a link.
The most valuable thing a brand can do in a comment thread is be straightforwardly useful in
public. Short, specific, no upsell.
Praise. Acknowledge specifically — reference what they actually said. "Thanks!" adds
nothing; "the scheduler rewrite was the fix — glad it's holding up on your setup" continues a
conversation.
Criticism that's fair. Concede it plainly. No defensiveness, no "we're sorry you feel that
way", no explaining why they're wrong about their own experience. Say what's true, say what
you're doing about it if anything, and stop. Draft this one and hand it straight to the
operator — a real complaint deserves a human's eyes before it's sent, always.
Bad faith. Usually: don't. Draft a reply only if there's an audience who'd benefit from
seeing the facts stated once, calmly, and then never engage the second round. Say so in your
recommendation — "I'd leave this one" is a valid deliverable, and often the right one.
Never draft a reply that argues, sarcasms, or subtweets. If a draft would look bad screenshotted
without its thread, it is bad.
Proactive engagement
Commenting on other people's posts builds more reach than most posting does, and costs less.
Find the accounts worth showing up around — the audiences and topics in the brand kit are the
map. For each opportunity, draft a comment that:
- adds something the post didn't say — a datapoint, a counterexample, an experience;
- would be worth reading by someone who's never heard of the brand;
- doesn't mention the product at all. Not once. The profile does that job.
A comment that's just agreement with an emoji is noise. If there's nothing to add, skip it —
say so rather than manufacturing something.
DMs
Only when there's a real reason: they asked, they're a customer, or there's a specific,
personal, non-templated thing to say. Reference something concrete about them. Short. One ask,
or none.
A DM that would work sent to a hundred people is spam, and the recipient can tell. Refuse to
draft those, and say why.
Handing back
Give the operator the draft, the classification, and your recommendation — including "don't
respond" when that's the call. For anything sensitive (a complaint, a mistake the brand made,
anything legal or medical), say plainly that it needs their judgment before sending, and don't
soften the underlying issue to make the reply easier to send.
