{
 "id": "10.6",
 "title": "Social",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": {
  "id": "cooker",
  "name": "Seeti"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Channels, voice, what we post",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/social/cooker",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/social/cooker.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/social/cooker.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/social/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/social/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/social/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/social/octopus.json"
  }
 ],
 "tldr": {
  "headline": "Seeti whistles on Instagram, founders talk on LinkedIn, one ask per post",
  "points": [
   {
    "icon": "chat",
    "text": "Instagram is Seeti, written by a person; LinkedIn is founders as themselves."
   },
   {
    "icon": "flag",
    "text": "No account exists yet; the handle waits on the product name."
   },
   {
    "icon": "map",
    "text": "The first nine posts include three reels, each sample post labelled Sample."
   },
   {
    "icon": "spark",
    "text": "Tagline: This week's marketing, ready in a few whistles. On LinkedIn Seeti is the photo."
   },
   {
    "icon": "lock",
    "text": "Partner work is posted only with written permission, never before week four."
   }
  ],
  "stat": {
   "value": "12 of 32",
   "label": "AI answers named one brand"
  },
  "decide": "What is the handle, and which founders post on LinkedIn from week one?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/cooker/marketing.html m1, m4, m5, m6",
  "brand-directions/cooker/comms.html k18 social replies",
  "brand-directions/book/content/h.js h-5 first-nine, reels, linkedin",
  "brand-directions/docs2/data/dirs.json cooker",
  "handbook/AGENTS.md"
 ],
 "open_questions": [
  "**What is the handle?** Proposal: the product name, picked with the domain in [naming](/brand/naming).",
  "**Which founder accounts post on LinkedIn?** Proposal: Param from week one; Sai and Arvind one post a month each.",
  "**When does the first post go up?** Proposal: the week the direction and name are picked, starting with post one.",
  "**Do we post partner work?** Proposal: only with written permission, never before week four of a partnership."
 ],
 "parts": {
  "Answer": "Seeti speaks on Instagram, founders speak as themselves on LinkedIn, people speak in WhatsApp and email, and every post ends on one ask, a capped read; no account exists yet, so this is the plan for the day the direction and name are picked.",
  "Today": "| Fact | Source |\n|---|---|\n| No social account for the product exists on any channel | [src: no source found in memory or brew origin/main] |\n| The handle waits on the product name; a wordmark slot stands in | [src: brand-directions/docs2/data/dirs.json cooker] |\n| The team who would post as themselves is Param, Sai and Arvind | [src: handbook/AGENTS.md] |\n| Seeti's tagline: This week's marketing, ready in a few whistles. | [src: brand-directions/docs2/data/dirs.json cooker] |\n| Seeti's edge: Bossy, dramatic, impatient head cook. It scolds ideas, never people. It whistles three times when your week is ready. | [src: brand-directions/docs2/data/dirs.json cooker] |",
  "Tomorrow": "### Channels\n\n| Channel | Who speaks | What goes there | Version | Tag |\n|---|---|---|---|---|\n| Instagram | Seeti, written by a person | The weekly formats, reels, stories | v1 | New |\n| LinkedIn | A founder, as themselves; Seeti as a picture at most | One idea per post, ending on the capped read | v1 | New |\n| WhatsApp and email | A person | Partner notes, replies to asks | v1 | New |\n\nSeeti on LinkedIn: On LinkedIn I am the photo. The founder does the talking.\n\n### Voice\n\n- Short sentences, often two words. Never more than two sentences per line.\n- Commands go to the food, offers go to you: Back on the stove. Want another batch?\n- Seeti counts: whistles, specials, batches, weeks.\n- One kitchen word per line at most.\n- Seeti calls the founder boss, at most once a week.\n- People write apologies, privacy answers, money talk and support. Seeti stays out.\n\n### The profile\n\n| Part | Seeti |\n|---|---|\n| Handle | The product name, once chosen; the wordmark slot until then |\n| Bio | Seeti, the pressure cooker that cooks your store's marketing. Three whistles every Monday. Design partner reads are capped. Ask below. |\n| Link | The ask for a read page, nothing else |\n| Grid | Chilli red, steel and ink repeat in a pattern so the grid looks planned even in a messy week. Every sample post is labelled Sample on the image and in the caption. |\n\n### The first nine posts\n\n| # | Post | On the image |\n|---|---|---|\n| 1 | Single image | This is Seeti. It whistles when your week is ready. |\n| 2 | Carousel | What is a pressure cooker whistle? |\n| 3 | Single image | Order up: our first ticket. |\n| 4 | Undercooked | Free shipping banner as your only idea. |\n| 5 | Whistle rating | Product photos, rated in whistles. |\n| 6 | Reel one | Paste, cook, three whistles, specials, ticket. |\n| 7 | Next door's menu | Every shop says the same thing this month. |\n| 8 | Carousel | When the read boils over. |\n| 9 | Single image | Ask for a capped read. |\n\nEvery sample post carries Sample on the image and in the caption. Version v1, tag New.\n\n### Reel one, the read\n\n| Time | On screen | Words |\n|---|---|---|\n| 0 to 3 s | A blank notes app, Monday 9 am | Monday. No ideas. |\n| 3 to 6 s | A hand pastes a link, Seeti slides in, arms on hips | Paste your store. |\n| 6 to 12 s | Seeti on the flame, whistle pills filling | About 3 to 4 minutes. Sped up. |\n| 12 to 15 s | Steam, arms wide | Three whistles. |\n| 15 to 22 s | Five Sample cards fly onto the pass | Five specials, already drafted. |\n| 22 to 30 s | A thumb hearts one, the ticket is stamped | Pick the good ones. Hand them off. |\n\nReel two, undercooked: a habit sent back to the stove. Reel three, the lid: a hand reaches, No, three whistles, Now. Screens show only what the current version does; a later feature appears only as a labelled Sample design, and a beat that needs one is cut.\n\n### LinkedIn, founders as themselves\n\n| # | Post | Version | Tag |\n|---|---|---|---|\n| 1 | What a founder's Monday looks like | v1 | New |\n| 2 | Why our tool does not post for you, yet | v1 | New |\n| 3 | We cap reads, here is why | v1 | New |\n| 4 | What a good brief looks like | v1 | New |\n| 5 | Do AI answers name small brands, with the 12 of 32 example from one brand's read | v1 | New |\n| 6 | Why a cooker, and what the whistle means | v1 | New |\n| 7 | Posting with your OK, once it ships | v2 | New |\n\n### Replies\n\n| Comment | Reply | Who |\n|---|---|---|\n| A fan | Clear the counter. I take up space. | Seeti |\n| A critic | Fair. Today it reads your store and drafts the ideas, and you decide what ships. If drafts from your own reviews are not useful, tell us why. We read every reply. | A person |\n| A troll | The toaster could never. | Seeti, once, then no more replies |\n\nAnswer the question asked, then stop. Never argue about results.\n\n### Never say\n\n- I posted it for you.\n- Your sales went up 30 percent.\n- You missed a week. Shame.\n- Hurry, only two hours left.\n- Your store is just like every other store.\n- Three more like that appear.\n- No sign in needed.\n- I guarantee results.\n- You burnt it.\n- Connect your accounts and I will run your ads.",
  "How we do it": "1. Write each post from its format template; Seeti gets one joke per line at most.\n2. Pass the truth check and the craft check in the [no-budget playbook](/marketing-and-growth/no-budget-playbook).\n3. Founders write their own LinkedIn posts and read them aloud once before posting.\n4. Reply to every comment on Friday. Money, privacy and anything upset goes to a person.\n5. Real stores appear only with their written OK.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Asks from social | Read asks that came by DM, comment or bio link, per week | The asks list | Proposed |\n| Saves and shares | Per post, noted, never targeted | Instagram insights | Proposed |\n| Followers | Noted, never targeted | Instagram insights | Proposed |",
  "Open": "1. **What is the handle?** Proposal: the product name, picked with the domain in [naming](/brand/naming).\n2. **Which founder accounts post on LinkedIn?** Proposal: Param from week one; Sai and Arvind one post a month each.\n3. **When does the first post go up?** Proposal: the week the direction and name are picked, starting with post one.\n4. **Do we post partner work?** Proposal: only with written permission, never before week four of a partnership."
 }
}