A method and apparatus of processing communications with end users are disclosed. One example method may include detecting a message or post on a website over the Internet that matches a monitoring company's keywords or rules and processing the message by parsing the message and performing a natural language interpretation of the message and processing the parsed message to determine the user's topic of interest. In response, the method may further provide generating a response to the message based on the user's requested objective and sending the response to the user acknowledging the user's topic of interest. Live agents may be notified to check the status of a message and continually override automated message responses to ensure the integrity of the responses.