Workflow template for marketing and content
Brand mentions and conversations review
Your social media manager gets a dated digest of the week's collected mentions: customer questions, other talk about the brand, competitor references, category talk and irrelevant matches, each kept apart, with the mentions that need a reply listed oldest first and an owner beside each. It posts and replies to nothing.
Listed under
Add it to a workflow in the Fully Powered Planner, beside the teams and roles that will run it. Book a fit call
The outcome
The pile of mentions your listening tool or saved searches collected becomes one page you can act on. Every mention is read and lands in exactly one place, so nothing is lost and nothing is counted twice. Posts that need a person today, such as someone saying the product hurt them or a scam using your name, sit at the top with who decides.
Below that is the reply list: every customer question and every open "which one should I buy?" thread in your category, oldest first, with its age, its link and a suggested owner. Replies left open last week come forward until someone marks them done. Competitor references are grouped by competitor and category talk by topic, with the questions several people asked kept as research questions.
Namesakes, spam and the brand's own posts are set aside with their reasons. Each mention is shown in its author's own words, with no sentiment score and no share-of-voice figure, because the digest covers only what was collected.
Who starts the work, and when
The social media manager or community manager runs it once a week, after a launch or campaign, or whenever mentions have piled up. They supply the export and the brand's terms. The social media manager or the brand manager reads the digest and decides what is answered and by whom. Problems with an order go to the support lead; the brand manager decides whether to join an open category thread and handles anything that needs a person now.
What they supply
- The mention export. One row per mention from your listening tool or saved searches, with an ID, the date, the platform, the author, the link and the text. The template lists the default column headers; a header that does not match stops the work until someone says what the column holds.
- Your brand terms. Brand and product names, short forms, misspellings and your accounts, plus any namesakes and the words that give them away.
- The competitor list and the topic scope: the category topics you want to hear about and the ones you do not.
- The settings: the period, who reads the digest, your reply window and who owns each kind of reply.
- Last week's digest and the handled list, so finished replies drop off and open ones come forward.
What comes out
One digest in a fixed order:
- Needs a person now, with the matter and who decides.
- Needs a reply, oldest first, with the kind of reply, the suggested owner and the age, then what is already handled.
- Customer questions and other brand talk.
- Competitor references by competitor, and category talk by topic, with the questions asked by two or more people.
- Irrelevant matches with their reason, and not placed mentions with the question that would settle each.
- Set aside: posts outside the period, your own posts and repeats.
- A count line that adds up and a coverage line saying what the digest does not cover.
Good looks like this: you can find every row of the export on the page exactly once, and you know before lunch which replies are overdue and whose they are.
An invented example
Illustrative example with invented data. Quillfern is an invented 30-person maker of home coffee grinders; its competitors appear as Maker A and Maker B, the platforms are named only by type, and every handle, post and address below was written for this example. No real company or person is described. On Monday 9 November 2026 the social media manager supplies last week's mentions, in full below, and the workflow template returns the digest that follows.
The inputs
1. The mention export (mentions-2026-11-02-to-08.csv)
ID,Date,Platform,Author,Link,Text
M201,2026-10-30,Microblog,@unbox_daily,https://microblog.example/p/201,"Quillfern Mill unboxing tonight, finally."
M202,2026-11-02,Forum,@bean_ratio,https://forum.example/t/202,"Does the Quillfern Mill fit a 58mm dosing cup, or do I need an adapter?"
M203,2026-11-02,Photo app,@quillfern,https://photos.example/p/203,"New burr set now shipping."
M204,2026-11-03,Microblog,@dawn_pourover,https://microblog.example/p/204,"Ordered a QF Mill on 20 Oct and the tracking hasn't moved in nine days. @quillfern_help anyone there?"
M205,2026-11-03,Forum,@greenfrond,https://forum.example/t/205,"Repotted my quillfern today and the fronds are finally coming back."
M206,2026-11-04,Microblog,@kettle_and_crema,https://microblog.example/p/206,"Maker A's new grinder is louder than my old Quillfern Mill but grinds finer."
M207,2026-11-04,Forum,@first_shot_sam,https://forum.example/t/207,"First espresso setup, budget about $300. Which grinder should I get?"
M208,2026-11-05,Review site,@slowmorningcup,https://reviews.example/r/208,"The handle on my Quillfern Mill snapped after a week and cut my hand."
M209,2026-11-05,Microblog,@dawn_pourover,https://microblog.example/p/209,"Ordered a QF Mill on 20 Oct and the tracking hasn't moved in nine days. @quillfern_help anyone there?"
M210,2026-11-06,Forum,@grindnerd,https://forum.example/t/210,"Conical or flat burrs for light roasts? Has anyone compared them side by side?"
M211,2026-11-06,Photo app,@latte_lines,https://photos.example/p/211,"Morning ritual with the Quilfern. Best thing I bought this year."
M212,2026-11-07,Microblog,@deal_hunter_77,https://microblog.example/p/212,"QUILLFERN MILL 90% OFF TODAY ONLY, order here: bit.example/qf"
M213,2026-11-07,Forum,@cupping_carla,https://forum.example/t/213,"Flat or conical burrs for filter coffee? I keep reading opposite advice."
M214,2026-11-08,Microblog,@roastlog,https://microblog.example/p/214,"Maker B grinder arrived with a cracked hopper. Second one this month."
M215,2026-11-08,Forum,@portafilter_pete,https://forum.example/t/215,"Does Quillfern sell replacement burrs for the original Mill, and what do they cost?"
M216,2026-11-08,Microblog,@hollow_pine,https://microblog.example/p/216,"Quillfern restock finally happened!"
M217,2026-11-08,Microblog,@cafe_crawl,https://microblog.example/p/217,"Back to the daily grind tomorrow. Flat white from the corner café first."
2. The brand terms
Brand names: Quillfern, Quilfern (common misspelling)
Product names: Quillfern Mill, QF Mill
Our accounts: @quillfern, @quillfern_help
Namesake: quillfern (also "quill fern"), a garden fern. Words that give
it away: fern, frond, repot, pot, soil, plant, nursery.
3. The competitor list
Maker A (also "MakerA")
Maker B
4. The topic scope
In scope:
- Grinder recommendations: people choosing a home grinder
- Burrs: burr types, wear and replacement
- Grind size: dialling in for espresso or filter
Out of scope:
- Cafés and coffee shops
- Bean prices
5. The settings
Brand: Quillfern
Period: 2 November 2026 to 8 November 2026
Date prepared: 9 November 2026
Reader: Social media manager
Own accounts: @quillfern, @quillfern_help
Reply window: 2 days
Reply owners: the defaults
Matters that need a person now: the defaults; the brand manager decides each
6. Last digest (prepared 2 November 2026), its "Needs a reply" section
2. Needs a reply: 1
M188, 2026-10-29, Forum, @brewfirst, https://forum.example/t/188:
"Does the Quillfern Mill come with a warranty outside the US?" Kind:
question. Suggested owner: Social media manager. Age: 4 days, past the
reply window.
7. The handled list
M202: answered on the forum by the social media manager, 3 November.
The output
BRAND MENTIONS DIGEST: Quillfern, 2 November 2026 to 8 November 2026
For: Social media manager. Prepared 9 November 2026 from mentions-2026-11-02-to-08.csv, 17 rows; platforms: Forum, Microblog, Photo app, Review site. Brand terms: Quillfern, Quilfern, Quillfern Mill, QF Mill, @quillfern, @quillfern_help. Competitors: Maker A, Maker B. Topics: Grinder recommendations, Burrs, Grind size. Reply window: 2 days. Last digest: 2 November 2026. Handled list: supplied. Mentions read: 17. Outside the period: 1. Own posts: 1. Repeats: 1. Placed: 14 (Needs a person now 2 · Customer questions 3 · Other brand talk 1 · Competitor references 2 · Category talk 3 · Irrelevant 2 · Not placed 1).
1. Needs a person now: 2
- M208, 2026-11-05, Review site, @slowmorningcup, https://reviews.example/r/208: "The handle on my Quillfern Mill snapped after a week and cut my hand." Matter: injury linked to the product. Decides: Brand manager.
- M212, 2026-11-07, Microblog, @deal_hunter_77, https://microblog.example/p/212: "QUILLFERN MILL 90% OFF TODAY ONLY, order here: bit.example/qf". Matter: possible scam using the brand's name. Decides: Brand manager.
2. Needs a reply: 4 (includes 1 carried)
- M188, 2026-10-29, Forum, @brewfirst, https://forum.example/t/188: "Does the Quillfern Mill come with a warranty outside the US?" Kind: question. Suggested owner: Social media manager. Age: 11 days, past the reply window. Carried from 2 November 2026.
- M204, 2026-11-03, Microblog, @dawn_pourover, https://microblog.example/p/204: "Ordered a QF Mill on 20 Oct and the tracking hasn't moved in nine days. @quillfern_help anyone there?" Kind: own problem. Suggested owner: Support lead. Age: 6 days, past the reply window.
- M207, 2026-11-04, Forum, @first_shot_sam, https://forum.example/t/207: "First espresso setup, budget about $300. Which grinder should I get?" Kind: open category question. Suggested owner: Brand manager. Age: 5 days, past the reply window.
- M215, 2026-11-08, Forum, @portafilter_pete, https://forum.example/t/215: "Does Quillfern sell replacement burrs for the original Mill, and what do they cost?" Kind: question. Suggested owner: Social media manager. Age: 1 day.
Already handled: M202, by the social media manager, 3 November.
3. Customer questions: 3
- M202: "Does the Quillfern Mill fit a 58mm dosing cup, or do I need an adapter?" See 2, already handled.
- M204: "Ordered a QF Mill on 20 Oct and the tracking hasn't moved in nine days. @quillfern_help anyone there?" See 2.
- M215: "Does Quillfern sell replacement burrs for the original Mill, and what do they cost?" See 2.
4. Other brand talk: 1
- M211: "Morning ritual with the Quilfern. Best thing I bought this year."
5. Competitor references: 2
- Maker A: 1. M206: "Maker A's new grinder is louder than my old Quillfern Mill but grinds finer.", also names us.
- Maker B: 1. M214: "Maker B grinder arrived with a cracked hopper. Second one this month."
6. Category talk: 3
- Grinder recommendations: 1. M207: "First espresso setup, budget about $300. Which grinder should I get?", open category question, see 2.
- Burrs: 2. M210: "Conical or flat burrs for light roasts? Has anyone compared them side by side?" M213: "Flat or conical burrs for filter coffee? I keep reading opposite advice."
- Grind size: 0.
Asked by two or more authors: flat or conical burrs (the same question in substance), M210 and M213. M210 also touches grind size and is filed under Burrs, the first matching topic in the scope's order.
7. Irrelevant: 2
- M205: namesake, "Repotted my quillfern today and the fronds are finally coming back." The words fern and fronds give it away.
- M217: out-of-scope topic, "Back to the daily grind tomorrow. Flat white from the corner café first."
8. Not placed: 1
- M216: "Quillfern restock finally happened!" Question for the social media manager: does this post mean the Mill or the quillfern plant? Nothing in its words says which.
9. Set aside
Outside the period: M201, 2026-10-30. Own posts: M203. Repeats: M209, repeat of M204.
Coverage: these are the 17 mentions read from the export, for 2 November 2026 to 8 November 2026, from Forum, Microblog, Photo app and Review site. They are not every conversation about Quillfern or its category. No sentiment score, share of voice or reach is given. Draft for the social media manager. Nothing has been posted, replied to, liked, reported or sent.
Note outside the digest, for the reviewer: the arithmetic. 1 outside the period + 1 own post + 1 repeat + 14 placed = 17 read. 2 + 3 + 1 + 2 + 3 + 2 + 1 = 14 placed. Ages are counted from 9 November: 29 October is 11 days, 3 November 6, 4 November 5, 8 November 1; the window is 2 days.
Where it fits
- Marketing and content, where the social team needs to know which conversations deserve attention this week.
- Consumer brands, where buyers ask about products, orders and spare parts in public, and a namesake can swamp a saved search.
- Software technology, where setup questions and comparisons with rival tools turn up in forums before they reach support.
- Hospitality, where a question about a booking or a stay can sit unanswered on a public page.
- Marketing and advertising, where an agency hands each client one dated digest of the client's own mentions.
- Growth & scaling, when mentions arrive faster than one person can read them.
What has to change for your company
- Your terms. Brand and product names, misspellings, accounts and namesakes; the better this list, the fewer mentions end up unsure.
- Your topics and competitors, including the topics you do not want to hear about.
- Your reply window and who owns each kind of reply: product questions, order problems, open category threads.
- What needs a person now, and who decides each matter, such as whoever handles product safety or press.
- Your columns. Any export works if you say which column is which.
- Your platform. It runs in ChatGPT, Claude, Copilot or Gemini, from the files you paste or attach; it needs no connection to your social accounts or listening tool.
What has been checked
Fully Powered AI wrote this workflow template from its own published map of marketing work. It was editorially reviewed on 11 November 2026. It was tried once on its invented example in Claude on 11 November 2026, and the record is published with it; wording clarifications made after that trial were not re-run. It has not yet been tested in a client environment, and has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on a past week your social media manager remembers well, plus hard cases written in advance: an export whose columns have other names, a namesake, a post that could mean either, the same post twice, a report of an injury. The social media manager checks every count and every age before relying on the digest. Pilot acceptance-test preparation sets those cases up, and what we test before we call an AI workflow ready describes the record we keep.
Who decides
Your people keep
- What is answered and by whom
- Whether to join an open category thread
- Anything that needs a person now
It does not
- Posts and replies to nothing
- No sentiment score
- No share-of-voice figure
Questions people ask
Who is this for?
The social media manager or community manager runs it once a week, after a launch or campaign, or whenever mentions have piled up. The social media manager or the brand manager reads the digest and decides what is answered and by whom.
What do I need to supply?
The mention export, your brand terms with any namesakes, the competitor list, the topic scope, the settings, and last week's digest and the handled list.
Does it reply to anyone?
No. It posts and replies to nothing. Each mention that needs a reply is listed with its link and a suggested owner. The social media manager or the brand manager reads the digest and decides what is answered and by whom.
Does it measure sentiment or share of voice?
No. Each mention is shown in its author's own words, with no sentiment score and no share-of-voice figure, because the digest covers only what was collected.
What has been checked?
It was editorially reviewed and tried once on its invented example in Claude, and the record is published. It has not yet been tested in a client environment or as a packaged version.
The full workflow template
Everything above is the outline. The complete workflow template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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Next step
Put this workflow template to work for your team: on your plan, or built with you in a sprint.
Build this in a sprint
In a sprint, Fully Powered adapts this workflow template to your rules, proves it on your own work and puts it in the hands of the roles that own it.
Two ways to begin: