An interaction manager assigns messages posted on a social media website to a support case in a database system. A support agent may tag a message posted by a user for directing to the support case. The interaction manger assigns the tagged message to the support case and activates a timer to track a time period. During the time period, the interaction manager assigns other messages posted by the same user to the support case. The interaction manager may reset the time period whenever the support agent replies to one of the messages posted by the user or the support agent tags another one of the user messages for directing to the support case. The interaction manager reduces the burden of having to manually review and manage every message posted on the social media website.