To whom should you ultimately escalate concerns raised about social media interactions?

Escalating concerns about social media interactions to the General Manager is often the appropriate course of action because the General Manager typically has a comprehensive understanding of the organization's overall policies and procedures, including those related to social media. They are in a position to assess the situation in the context of the company's strategy and goals, and can ensure that any issues raised are addressed appropriately and in alignment with company values.

Additionally, the General Manager usually has the authority to implement changes or to take necessary actions based on the circumstances surrounding the interaction, making them the central figure in effectively managing potential concerns. This allows for a coordinated response that considers not just the immediate issue, but also the broader implications for the company and its reputation.