StreamYard, a top live-streaming platform, relies heavily on social media to connect with users and promote its services. As StreamYard's reputation and user base skyrocketed, so did its engagements and social conversations. Those online interactions ranged from fun, casual, interactions all the way to detailed technical support inquiries. Joanne Watt, StreamYard's marketing manager, faced the growing challenge of managing the surge in social media activity. When she first started at the company, handling social conversations through the native platform inboxes was manageable. However, as StreamYard's growth accelerated, Joanne encountered significant obstacles due to the increase in volume of their social