Do you respond to every comment and message or focus on certain types?
At first, we tried to comment or react to every notification. We didn’t know back then that there were personal-facing and company-facing aspects, so we ended up picking fights with everyone who made negative comments on our company/brand accounts 
Now, we only engage with product-related comments or those who are genuinely curious about it, leaving the trolls out.
Every comment needs to be treated carefully and softly, so I choose to respond to every valid comment.