1. A computer-implemented method, comprising: in response to user generated content (UGC) presented 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.