Triage, templates, and tone systems to protect brand while staying human.
What to do
Create response categories for genuine questions, criticism, private support and abusive content. Useful replies address the actual issue; reasonable criticism should not disappear merely because it is inconvenient.
Practical example
A fabric question gets a public factual answer. An order issue receives acknowledgment and a private support path.
Check your result
Assign escalation owners and never ask customers to publish private account details in comments.