{
 "id": "10.6",
 "title": "Social",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": {
  "id": "dog",
  "name": "Fetch"
 },
 "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/dog",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/social/dog.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/social/dog.json"
 },
 "other_directions": [
  {
   "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"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/social/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Fetch barks on Instagram, founders post on LinkedIn, one ask per post",
  "points": [
   {
    "icon": "chat",
    "text": "Instagram is Fetch, 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 ideas, fetched. On LinkedIn Fetch sits quietly. Mostly quietly."
   },
   {
    "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/dog/marketing.html m1, m4, m5, m6",
  "brand-directions/dog/comms.html k18 social replies",
  "brand-directions/book/content/h.js h-5 first-nine, reels, linkedin",
  "brand-directions/docs2/data/dirs.json dog",
  "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": "Fetch 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 dog] |\n| The team who would post as themselves is Param, Sai and Arvind | [src: handbook/AGENTS.md] |\n| Fetch's tagline: This week's ideas, fetched. | [src: brand-directions/docs2/data/dirs.json dog] |\n| Fetch's edge: Over eager, brings back a bit too much and gets distracted by anything shiny, then comes back with the good one. Its flaw is always its own, never aimed at you. | [src: brand-directions/docs2/data/dirs.json dog] |",
  "Tomorrow": "### Channels\n\n| Channel | Who speaks | What goes there | Version | Tag |\n|---|---|---|---|---|\n| Instagram | Fetch, written by a person | The weekly formats, reels, stories | v1 | New |\n| LinkedIn | A founder, as themselves; Fetch 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\nFetch on LinkedIn: I sit quietly on LinkedIn. Mostly quietly.\n\n### Voice\n\n- Fact first, joke second. One joke per line at most.\n- Short sentences, present tense, glad to see you. Excited and plain at the same time.\n- First person about itself, second person to you.\n- Never more than two sentences in the product.\n- Dial down to off for errors on our side, money, privacy, apologies and anything a person must sign.\n\n### The profile\n\n| Part | Fetch |\n|---|---|\n| Handle | The product name, once chosen; the wordmark slot until then |\n| Bio | Your store's marketing team, in one feed. Paste your store link. Get this week's ideas, drafted. Fetch is our dog. Ask for a design partner read below. |\n| Link | The ask for a read page, nothing else |\n| Grid | Green squares with Fetch on felt alternate with dark squares carrying one line of text set by us, never by an image model. Every third post is a reel. |\n\n### The first nine posts\n\n| # | Post | On the image |\n|---|---|---|\n| 1 | Meet Fetch | Hi. I bring back your week. |\n| 2 | What the read looks at | Sixty smells, about 3 to 4 minutes. |\n| 3 | Reel one, the Monday drop | Reel: the Monday drop. |\n| 4 | Got distracted | Me when a big brand posts. |\n| 5 | How picks learn | Heart one, get more like it. |\n| 6 | Reel two, the hand off | Reel: drop it. |\n| 7 | AI search | Does ChatGPT know your store. |\n| 8 | Honesty | It never posts for you. |\n| 9 | Reel three, caught up | Reel: nap time Friday. |\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 2 s | Fetch at the door, head tilt | Monday. |\n| 2 to 8 s | A hand pastes a store link on a phone | Throw it. |\n| 8 to 16 s | Fetch sniffing, source ticks | Sniffing round. About 3 to 4 minutes. |\n| 16 to 24 s | Five cards drop one by one, the ball last | Five picks. One is my ball. |\n| 24 to 30 s | Fetch tongue out, wordmark slot | This week's ideas, fetched. |\n\nReel two, drop it: a hearted pick, two versions kept, the hand off sheet, Fetch hands the card to a real hand. Reel three, nap time Friday: four fast frames, Every pick seen, Fetch curls up with the ball. 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 we drew a dog | 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 | Fetch heard this and has not stopped wagging. Thank you. | Fetch |\n| A critic | Fair question. It does not post anything for you. It reads your store and drafts the week's ideas, and you decide what ships. Happy to show you a read. | Fetch, low |\n| A troll | Fetch has decided to treat this as a stick. Thanks for throwing. | Fetch, once |\n\nAnswer the question asked, then stop. Never argue about results.\n\n### Never say\n\n- I posted it for you.\n- Scheduled for 9am.\n- Your sales went up after my picks.\n- You missed a walk. I waited all day.\n- Don't break your streak.\n- Only two hours left to claim your read.\n- Works for any store.\n- Your rival is beating you.\n- Trust me.\n- Bad owner.",
  "How we do it": "1. Write each post from its format template; Fetch 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."
 }
}