1. A method for responding to a message posted in a social media stream, the method comprising: monitoring a social media site for at least one message including select subject matter; in response to identifying a message, collecting a series of exchanges that form a conversational thread including the message; determining at least one content attribute of the message; classifying the message using at least one key attribute; searching a database for a reference message using a combination of the at least one content and key attributes; determining a previous outcome of a reference thread including the reference message; and, using the previous outcome for determining a course of action.