1. A computer-implemented method, comprising: in response to user generated content (UGC) presented as a textual posting via a network-enabled social media platform, determining, by a matching and decision engine of a processor-based system, an intention type and intention topic of an utterance contained within the UGC; on the basis of the intention type and intention topic, selecting from among a plurality of possible actions, one or more possible actions to be taken; scoring, according to an assessment of actionability of the intention topic, the one or more possible actions to be taken; and taking or not taking one or more of the possible actions according to respective scores therefor, wherein the one or more possible actions to be taken comprise one or more of presenting candidate creatives via the social media platform at which the UGC was posted, informing one or more others of the UGC, and creating or updating a user profile to account for the intention type and topic.