How Eskiin Answers Every Social Comment in Under a Minute and Got Three Days a Week Back

Cher General is the Social Media Engagement Lead at Eskiin, where she owns every comment across the 20+ pages the brand runs, including the founders’ personal accounts. Her comment section was taking three days out of every week. The costlier gap ran from 7 to 10 p.m., when customers asked their last question before buying and nobody was online to answer.

Monday started in the backlog

Every Monday morning, Cher opened Meta Business Suite and braced herself.

Each weekend, a stack of comments piled up under posts across every page the brand runs. Somewhere in that stack were harmful comments that needed to come down immediately, and customers with real buying intent, waiting on an answer. Finding them meant clicking through each page individually, scrolling, and hoping nothing got missed.

“It definitely takes the whole day of my Monday. And even then, maybe 80 to 90 percent of comments get answered. Not even 100 percent.”

— Cher General, Social Media Engagement Lead, Eskiin

Monday went to the comment section. Tuesday took 80 percent of her day, Wednesday another four to five hours. And engagement volume kept climbing every month.

The cost of answering tomorrow

Timing worried her more than volume.

Eskiin’s customers are most active between 7 and 10 p.m. They come home, wind down, scroll, and see one of the brand’s ads. That is when they ask their last question before buying, and nobody on the team was online to answer it.

On a regular weekday, her team held themselves to a four-hour maximum turnaround. Over a weekend, it could stretch to 48 hours.

“There were a couple of customers who said, I really wanted to buy it already, can someone please answer me? Those are critical decision-making points where we could have answered right away. We lost a couple of customers’ buying intent because we couldn’t.”

— Cher

For a brand spending heavily on paid social, every unanswered comment under an ad is acquisition budget leaking. Cher had scripts, part-time helpers, and discipline. Customers were still waiting for an answer at 9 p.m. on a Sunday.

Replicating herself

Cher went looking for something that could answer the way she would, on every page, at any hour. She chose Social Agent by Siena.

Within weeks she was reading replies she had not written and hearing herself in them.

“Whenever I see a response, it feels like I’m the one who answered it. It sounds like me. It captured the voice, the brand message, even the way we want to make our customers feel. It’s like reading my responses back to myself.”

— Cher

She still started with caution.

“The risk is so much higher compared to tickets. With tickets you still have time to double check. On social media, once it gets posted, it’s there. Someone screenshots that answer and it can go viral.”

So she sets Social Agent live on her own terms. When a new question starts showing up in the comments, she adds an automation for it and leaves it in draft mode. She reads what Social Agent drafts, tunes the answer, and switches that topic live once she is happy with the responses. Anything she has not switched live keeps drafting for her. It is her favorite part of the product.

What Social Agent runs at Eskiin

Social Agent covers every page the brand runs, including the founders’ personal accounts:

• Moderation. Spam and harmful comments get hidden as soon as they land, on every page.

• Comment replies at ad scale. Questions under organic posts and paid ads get answered immediately, at any hour, in Eskiin’s voice.

• Engagement. General comments, emoji drops, and brand love get replies too, and customers reply back.

• In-depth product questions. Detailed questions get full step-by-step answers along with a link to a demo video, so the customer sees the product work before they buy.

• Buying intent, sorted from noise. Comments carrying real purchase intent get custom instructions, so the ones tied to revenue get handled first.

• One inbox, the right identity. Every page flows into a single inbox alongside email, so CX and social work from the same place.

• Topic-by-topic control. Anything Cher has not switched live lands as a draft for her to approve.

What happens when every comment gets an answer

Weekend response time went from as long as 48 hours to under a minute. Weekly comment engagement climbed from roughly 1,600 comments to around 2,400, up about 1.5x. Harmful comments that used to be removed by hand now get hidden automatically. And the three days a week Cher used to lose to the backlog came back as 15 or more hours.

The first change showed up in how Monday felt.

“I wake up and I don’t worry about how many bad comments have been posted. The anxiety level is definitely lowered.”

— Cher

The daily mechanics changed too. Every page now flows into one inbox, and Social Agent responds as the right page automatically. No more switching accounts, no more remembering which name to reply under.

“I don’t have to remember additional steps just to accomplish one goal, which is to respond to the comment.”

Then the volume went up. Once the backlog cleared, Eskiin’s comments grew from roughly 1,600 a week to around 2,400, and engagement under the brand’s posts is up about 1.5x.

Speed drove it. With replies landing almost instantly, customers stay in the conversation. The answers got better too. In-depth product questions now get full step-by-step answers along with a link to a demo video.

“Customers are saying, thank you so much for that information, I’m going to buy one. They feel like we really care. We don’t just give a yes or no answer because we’re in a rush.”

— Cher

After nearly two years of managing Eskiin’s social channels, Cher has her own theory about what that engagement is worth.

“The more comments we get, the more sales we get. I always see it as a domino effect. That’s why I love when we get more comments.”

The 15 or more hours a week she got back now go to scaling Eskiin’s affiliate program, work that was impossible when 90 percent of her week went to comments.

Social is CX now

Customers moved to social media to get their buying questions answered. Fragmented workflows and manual triage between social and CX teams leave those buyers waiting for hours.

The comment section under a high-spend ad is the last conversation a customer has before checkout. If your brand shows up there in minutes, in your own voice, at 9 p.m. on a Sunday, you win that conversation. Eskiin does it with Siena Social Agent.