# Social Direct-Message Follow-Up Playbook | 121 CRM > Bring eligible social enquiries into an owned business conversation without over-collecting data on the platform. A fictional salon receives an Instagram question about appointment availability and moves booking details to the approved process. This playbook turns that kind of situation into an owned sequence with explicit stop points, exceptions and measures. Use only channels, data and capabilities approved for your setup. ## Social direct-message handling: the working sequence Illustrative playbook — names, organisations and activity are fictional. ## Capabilities explained ### Facebook Messenger Connects an authorised Facebook Page so supported messages can appear in Conversations. **How it works:** Handles an eligible customer interaction through a configured inbox, number or connected channel. **Why a business would use it:** Stops social enquiries becoming detached from the rest of the customer record. **Limitations:** Delivery, message types, geographic coverage, approval and charges vary by channel and provider. **Human responsibility:** A person must own sensitive conversations, failed delivery and any situation outside the approved script. ### Instagram messaging Connects an authorised Instagram account so supported messages can be handled in Conversations. **How it works:** Handles an eligible customer interaction through a configured inbox, number or connected channel. **Why a business would use it:** Lets a team respond to social enquiries with the same ownership and context as other channels. **Limitations:** Delivery, message types, geographic coverage, approval and charges vary by channel and provider. **Human responsibility:** A person must own sensitive conversations, failed delivery and any situation outside the approved script. ### Conversations inbox Brings supported connected message threads into a shared operational inbox. **How it works:** Handles an eligible customer interaction through a configured inbox, number or connected channel. **Why a business would use it:** Helps a team see the customer history and coordinate replies from one working view. **Limitations:** Delivery, message types, geographic coverage, approval and charges vary by channel and provider. **Human responsibility:** A person must own sensitive conversations, failed delivery and any situation outside the approved script. ### Contacts Stores a person or lead with contact details, activity, ownership and related records. **How it works:** Stores or organises supported business data under configured fields, permissions and record rules. **Why a business would use it:** Gives a team one place to understand who a customer is and what has happened. **Limitations:** The platform does not make imported, duplicated or incomplete data accurate without review. **Human responsibility:** A data owner must define the record model and resolve quality, ownership and access exceptions. ## Begin with a valid trigger, enough context and one owner A supported connected social channel receives a direct message that needs business follow-up. Before any automated action, confirm that the event, customer record and communication basis are suitable for this playbook. ### Trigger A supported connected social channel receives a direct message that needs business follow-up. ### Practical scenario A fictional salon receives an Instagram question about appointment availability and moves booking details to the approved process. ### Accountable owner Name the person or queue that accepts the work, monitors exceptions and can stop the sequence. ## Run the social direct-message handling playbook step by step Each step should leave evidence a colleague can understand. Timing and channels should follow the customer context rather than a generic high-pressure cadence. ### 1. Acknowledge the channel Respond in the tone and timeframe appropriate to the platform and business. ### 2. Clarify the request Ask only enough to understand service, location and preferred next step. ### 3. Move sensitive detail Use a safer approved channel for personal, payment or health information. ### 4. Create customer context Associate the conversation with a contact where lawful and useful. ### 5. Own the next action Book, call, answer or close with a clear record. ## Stop the normal route when the facts change Exceptions are part of the process, not failures to be hidden. Route them to a person with the authority and context to decide what happens next. ### Unsupported or disconnected channel Use a manual process and do not promise synchronisation. ### Public comment becomes private issue Preserve context while protecting personal information. ### Abuse or spam Apply the moderation policy and avoid unnecessary CRM creation. ## Measure whether the work became safer and clearer Use measures that reveal ownership, service quality and control. Counts of messages, tasks or workflow runs are supporting signals, not proof of customer value. ### Eligible DMs with an owner Measure operational coverage. ### Time to useful human response Exclude bot greeting. ### Transfers to approved channels Review whether the handoff is clear and completed. ## Frequently asked questions ### When should the social direct-message handling playbook start? A supported connected social channel receives a direct message that needs business follow-up. Confirm the record is eligible and that a named owner or monitored queue is available before allowing customer-facing action. ### Which channels should the social direct-message handling playbook use? Use only configured channels that suit the purpose, customer preference and consent position. Give each channel a distinct role and check provider availability and usage charges before launch. ### When should social direct-message handling automation stop? Stop when the purpose is complete, the customer responds or opts out, the data conflicts, or an exception needs judgement. In this playbook, pay particular attention to unsupported or disconnected channel, public comment becomes private issue, abuse or spam. ### How should we judge whether social direct-message handling works? Review eligible dms with an owner, time to useful human response, transfers to approved channels. Combine the numbers with sampled records and customer context; do not treat activity volume as a business outcome. ## Related CRM pages - [/crm/guides](https://121.direct/crm/guides) - [/crm/guides/customer-follow-up-automation](https://121.direct/crm/guides/customer-follow-up-automation) - [/crm/features/conversations](https://121.direct/crm/features/conversations) - [/crm/features/team-inbox](https://121.direct/crm/features/team-inbox) - [/crm/features/social-publishing](https://121.direct/crm/features/social-publishing) - [/crm/playbooks/email-enquiry](https://121.direct/crm/playbooks/email-enquiry) This Markdown alternative contains public product information only. It provides no access to CRM accounts, records, credentials or payment execution.