Make the workflow
Automations > Workflows > + Create Workflow, with the Facebook or Instagram comment trigger. Pick the post and the keyword (like INFO).
AutomationsWorkflows
Reply and DM
Add a comment reply and a direct message action.
Comment replySent you a message, {{contact.first_name}}.
DMHi {{contact.first_name}}, thanks for asking. Here's everything on [offer]: [link]. Any questions, just reply here.
Know the limits
You can only DM within 24 hours of their comment, and comment replies stop working after 7 days. Run it on fresh posts.

When it's done

Comments turn into conversations automatically.

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Make the workflow