Who replies to comments

Write the name on the calendar, not in a slogan about community. When that person is out, the cover is already named. Shared ownership means everyone assumes someone else typed the reply.

The owner can be at the client or at the agency. The contract should say which. Mixed assumptions produce double replies or none.

Promise a window you staff. If you only work weekdays, say comments after Friday are answered Monday. A fake always-on promise makes a normal weekend look like neglect.

Match the window to the networks you post on. A late-night Reel with nobody watching the comments is a choice. Make it a conscious one.

Give the owner the voice note and a fence: topics they may answer, topics they escalate, topics they hide. Without a fence they will either freeze or freelance policy.

Escalations need a destination that answers. An escalation to a silent founder is not an escalation.

Even brands that reply slowly should look daily so spam, threats, and real customers are sorted. Looking is cheaper than discovering a two-day-old complaint in a screenshot from the client.

Mark the look in the row or the inbox. An unmarked look did not happen, as far as the next shift knows.