Understanding the Message Types We Cover: Owned Public, Owned Private, and Earned

These messages are public and posted directly on your brand’s owned channels. You can typically reply, like or hide them.

Replies posted on your organic posts.

Comments on sponsored or boosted posts. You can hide or reply—except for Instagram page-backed accounts; for TikTok influencer ads, responses come from the creator’s account, not your brand (API limitations).

Public posts made directly to your Facebook Page.

These are private interactions initiated by users directly with your brand. Replies are supported where API permissions allow.

Direct messages via Instagram, Facebook Messenger, or TikTok.
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User responses to your Instagram or Facebook Stories. Will appear as part of the DM thread with that user.

These are user-generated mentions outside your owned channels. You cannot hide or delete earned messages because they do not belong to your brand. Replies are often allowed unless API limitations apply.

User-generated reviews (e.g., on Facebook Pages, Trustpilot, Google Business).

Mentions of your brand in comment sections of non-owned content.

Your brand name is mentioned in a post's caption (not authored by you).

Other users mention your brand in their stories. These show inside the main DM thread from that user.

Retweets with added commentary.

Replies to original tweets that tag your brand.

Posts using your branded hashtags. E.g. #BrandBastion. You can’t reply via the platform due to API limitations. Available for: TikTok and Instagram.

Posts where your handle is tagged in media (images/videos). You can’t reply via the platform due to API limitations. Available for: Instagram.

Posts discovered via keyword listening (e.g., product names). You can’t reply via the platform due to API limitations. Available for: YouTube (for video captions).