A unified approach is presented for investigating coupled spin-orbital fluctuations within a realistic three-orbital model for strongly spin-orbit coupled systems with electron fillings n = 3, 4, 5 in the t 2g sector of d yz , d xz , d xy orbitals. A generalized fluctuation propagator is constructed which is consistent with the generalized self-consistent Hartree-Fock approximation where all Coulomb interaction contributions involving orbital diagonal and off-diagonal spin and charge condensates are included. Besides the low-energy magnon, intermediate-energy orbiton and spin-orbiton, and high-energy spin-orbit exciton modes, the generalized spectral function also shows other high-energy excitations such as the Hund's coupling induced gapped magnon modes. We relate the characteristic features of the coupled spin-orbital excitations to the complex magnetic behavior resulting from the interplay between electronic bands, spin-orbit coupling, Coulomb interactions, and structural distortion effects, as realized in the compounds NaOsO 3 , Ca 2 RuO 4 , and Sr 2 IrO 4 .