Brandwise gives you complete control over how your AI assistant handles comments and DMs on social media. You can automate not just replies but also actions like hiding comments, assigning team members, blocking users, and more—all customized for each connected account.
This guide covers how to set up and customize automations for your social media channels, including comments and direct messages.
Before you begin
Important: Automation actions like deleting or blocking are immediate and cannot be undone. Review your settings carefully before enabling destructive actions like Auto Delete or Block User.
Start with Auto Draft mode instead of Auto Reply while you're testing. This lets you review AI-generated responses before they're sent to customers.
Understanding automation scope
Automations in Brandwise work on three levels of scope, allowing you to create sophisticated workflows:
All Comments/DMs — Applies to every single comment or DM you receive on that account
Needs Reply — Automates only messages flagged by Brandwise's "Needs Reply" status (conversations requiring customer service attention)
Smart Labels — Automates specific categories you've created with Smart Labels (e.g., "Shipping Inquiry" or "Product Complaint")
Settings at the "All" level automatically apply to "Needs Reply" and label-specific messages unless you override them with more specific rules.
Accessing automation settings
To configure automations for your social media accounts:
Navigate to AI Assistant > Automation > Socials from the left sidebar
Select the social media account you want to configure (e.g., "Brand Facebook Account")
Choose either the Comments tab or Direct Messages tab depending on which you want to automate
You'll see automation configuration cards organized by scope (All Comments, Needs Reply, and any custom Smart Labels you've created).
Configuring comment automations
For each scope (All Comments, Needs Reply, or Smart Label), you can add multiple automation actions that work together.
Adding automation actions
Within your chosen scope section, toggle the master switch to enable automations (enabled by default)
Select which action(s) you'd like to configure on that scope (see details below)
Settings save automatically—no need to click a save button
Available comment actions
Action | Description | Use case |
Auto Reply | Send AI-generated replies automatically | Instantly respond to common questions on ads or posts |
Auto Draft | Create AI-generated drafts for manual review | Review responses before sending to maintain quality control |
Like Comment | Automatically like the comment (Facebook only) | Acknowledge positive feedback or show you've seen the comment |
Assign to team | Route comment to specific team member | Send technical questions to your product specialist |
Hide Comment | Hide the comment from the post | Reduce visibility of spam or negative comments without deletion |
Block Users | Block the comment author | Permanently block repeat offenders or trolls |
Mark as Read | Automatically mark as read | Clear your inbox of automated spam or bot comments |
Delete Comment | Remove the comment permanently | Immediately delete spam, profanity, or policy violations |
Platform limitations: The "Like Comment" action is only available for Facebook accounts. It will not appear for Instagram, TikTok, or other platforms.
Configuring Auto Reply options
When you add the Auto Reply action, you'll see additional options:
Ads only — Enable this to reply only to comments on sponsored/ad posts, ignoring organic posts
Reply via DM — Send replies as private direct messages instead of public comments. This is useful for handling sensitive issues privately and is required if you've enabled "Hide Comment"
If you enable both "Auto Reply" and "Hide Comment," the system will automatically enable "Reply via DM" (you cannot reply publicly to a hidden comment). This setting cannot be disabled while Hide Comment is active.
Configuring DM automations
Direct message automations work similarly to comments but have a different set of available actions.
Setting up DM automations
Navigate to AI Assistant > Automation > Socials > [Account Name]
Click the Direct Messages tab
Choose your scope (All DMs, Needs Reply, or a Smart Label)
Add actions from the available list
Available DM actions
Action | Description | Use case |
Auto Reply | Send AI-generated replies automatically | Provide instant responses to common DM questions |
Auto Draft | Create AI-generated drafts for review | Review sensitive or complex responses before sending |
Assign to team | Route DM to specific team member | Direct VIP customers to your account manager |
Archive Conversation | Archive the conversation | Auto-archive spam or automated notifications |
Mark as Read | Automatically mark as read | Clear low-priority messages from your inbox |
Block User | Block the user permanently | Stop harassment or persistent spam |
Configuring global settings
Global automation settings let you configure default behavior for all connected social accounts in one place. These settings define how your AI handles low-confidence responses and reply timing.
Accessing global settings
Navigate to AI Assistant > Automation > Socials
In the GLOBAL section of the sidebar, click Global Settings
Configuring low-confidence fallback
When the AI isn't confident about how to respond, you can choose what happens. Configure this separately for Comments and DMs:
Comments - Low Confidence Fallback:
Click the dropdown menu (default: "Do Nothing")
Select one of the following:
Do Nothing — No action is taken; the comment remains untouched
Create Draft — AI creates a draft response for you to review
Assign to Team Member — Routes to a specific person for manual handling
Always Send — AI sends the response regardless of confidence level
If selecting "Assign to Team Member," choose which team member from the dropdown that appears
Settings save automatically
DMs - Low Confidence Fallback: Configure the same way, using the same four options (default: "Always Send").
Setting fallback to "Always Send" means the AI will reply even when uncertain. This may result in lower-quality responses. Consider using "Create Draft" or "Assign to Team Member" for better quality control.
Configuring reply delay
Add a delay to your automated responses to make them appear more natural and human-like.
For a fixed delay:
Enter the desired delay number in the input field
Select either "Minutes" or "Hours" from the dropdown
For a random delay range:
Check the "Random Delay Range" checkbox
Enter the minimum delay in the "from" field
Enter the maximum delay in the "to" field
Select the time unit (Minutes or Hours)
Random delays help avoid platform detection of automated responses. For example, setting a random range of 2-5 minutes makes each response appear at a different time, mimicking human behavior.
Changes to global settings apply to all connected social media accounts simultaneously. These are default settings that can be overridden by account-specific configurations.
What's next
Now that you've configured your social media automations, explore these related features:
Create Smart Labels to build custom automation rules for specific scenarios
Build your Knowledge Base to improve AI reply accuracy
Improve AI replies with feedback to train your assistant over time
Automate email tickets with similar automation options
Set up DM campaigns to proactively engage customers