Where follow-ups belong
Use follow-ups after a comment, story reply, DM keyword, or lead form interaction when the contact has already engaged with an owned account and the campaign has a clear next step.
Skip rules
A follow-up should not send if the contact replied, clicked the campaign link, or was manually handled by the team before the delay window finished.
Review before launch
Check the delay, copy, fallback state, tracked-link source, and run history in no-send mode before production credentials are used.