How to Automate Social Media Comment Replies

Purpose

This article shows you how to automate Facebook and Instagram comment replies when someone comments a keyword to receive a resource. Instead of manually sending links all day, this workflow detects the keyword and automatically sends the resource link through DM.

When to Use This

Use this when you:

  • Post on Facebook or Instagram and ask people to comment a keyword to receive a link or resource
  • Want an automatic DM sent instantly when the keyword is commented
  • Use monthly Church Fuel articles, sermon resources, event links, or next steps you want to deliver through DMs
  • Need a repeatable workflow you can duplicate for each new keyword campaign

Prerequisites

Before you begin, confirm you have:

  • Access to Automations in the Church Fuel software
  • Your Facebook Page and Instagram account connected to the platform
  • The resource link you want to send in DMs (with the correct slug and no spaces)
  • A unique keyword selected for your post (example: PRAY, HOPE, STORY, ETC)

Steps

1) Find the Social Media Reply Template

  1. Click Automations.
  2. Open the Connection System folder.
  3. Select Social Media Replies.
  4. Find the workflow labeled Make a Copy.

***You will duplicate this workflow every time you create a new comment-to-get resource post.

2) Duplicate the Workflow

  1. Click Duplicate Workflow.

    Rename it based on your resource or keyword, for example:

    • Keyword, Death
    • Keyword, Prayer
  2. Open the duplicated workflow.
  3. Click Publish so you can edit and use it.

3) Update the Keyword Triggers (Most Important Step)

You must update two triggers:

  • One for Facebook
  • One for Instagram

Facebook Trigger

  1. Open the first trigger.
  2. Confirm the Facebook Page is your church’s Page.
  3. Set Post type to Any Published Post.
  4. Add a filter: Exact Match.
  5. Enter your keyword (example: death).
  6. Click Save Trigger.

Instagram Trigger

  1. Open the Instagram trigger.
  2. Use the same keyword.
  3. Add the same filter: Exact Match.
  4. Click Save Trigger.

Why Exact Match matters: If someone comments, “Please pray for our family, we just had a death,” you do not want the automation firing accidentally. Exact Match prevents false triggers.

4) Customize the Public Comment Reply

  1. Open the Respond on Comments step.

    Edit the reply options if you want, such as:

    • Check your DMs!
    • Link on the way!
    • Just sent it to you!
  2. Save your changes.

These replies can rotate randomly so it feels more human.

  1. Scroll to the Facebook DM message step.

  2. Replace the placeholder URL with your real link (example: yourchurchsubdomain.com/when-we-die).

    Confirm:

    • No extra spaces
    • The slug is correct
  3. Click Save.
  4. Repeat the same steps for the Instagram DM message.

6) Publish and Go Live

  1. Click Publish in the top right.
  2. Save your changes.
  3. Post your social media graphic or video with your keyword (example: Comment DEATH and we will send you the link).
  4. The automation will handle replies instantly.

Any time you create a new keyword post, repeat this:

  • Duplicate the template
  • Update the triggers
  • Add the new link
  • Publish

Notes

  • Always use Exact Match to avoid accidental triggers.
  • One workflow setup can cover both Facebook and Instagram.
  • Use unique keywords for each campaign (pray, hope, story, etc.).
  • This works for Church Fuel articles, sermon resources, events, next steps, and any link you want to deliver in DMs.
  • Test your workflow by commenting the keyword from a non-admin social account if possible.

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