--- id: "10.6" title: "Social, Fetch" dept: marketing-and-growth status: draft owner: Param branded: true direction: dog last_verified: 2026-10-26 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" --- # Social, Fetch ## 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 | |---|---| | No social account for the product exists on any channel | [src: no source found in memory or brew origin/main] | | The handle waits on the product name; a wordmark slot stands in | [src: brand-directions/docs2/data/dirs.json dog] | | The team who would post as themselves is Param, Sai and Arvind | [src: handbook/AGENTS.md] | | Fetch's tagline: This week's ideas, fetched. | [src: brand-directions/docs2/data/dirs.json dog] | | 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 | Channel | Who speaks | What goes there | Version | Tag | |---|---|---|---|---| | Instagram | Fetch, written by a person | The weekly formats, reels, stories | v1 | New | | LinkedIn | A founder, as themselves; Fetch as a picture at most | One idea per post, ending on the capped read | v1 | New | | WhatsApp and email | A person | Partner notes, replies to asks | v1 | New | Fetch on LinkedIn: I sit quietly on LinkedIn. Mostly quietly. ### Voice - Fact first, joke second. One joke per line at most. - Short sentences, present tense, glad to see you. Excited and plain at the same time. - First person about itself, second person to you. - Never more than two sentences in the product. - Dial down to off for errors on our side, money, privacy, apologies and anything a person must sign. ### The profile | Part | Fetch | |---|---| | Handle | The product name, once chosen; the wordmark slot until then | | 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. | | Link | The ask for a read page, nothing else | | 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. | ### The first nine posts | # | Post | On the image | |---|---|---| | 1 | Meet Fetch | Hi. I bring back your week. | | 2 | What the read looks at | Sixty smells, about 3 to 4 minutes. | | 3 | Reel one, the Monday drop | Reel: the Monday drop. | | 4 | Got distracted | Me when a big brand posts. | | 5 | How picks learn | Heart one, get more like it. | | 6 | Reel two, the hand off | Reel: drop it. | | 7 | AI search | Does ChatGPT know your store. | | 8 | Honesty | It never posts for you. | | 9 | Reel three, caught up | Reel: nap time Friday. | Every sample post carries Sample on the image and in the caption. Version v1, tag New. ### Reel one, the read | Time | On screen | Words | |---|---|---| | 0 to 2 s | Fetch at the door, head tilt | Monday. | | 2 to 8 s | A hand pastes a store link on a phone | Throw it. | | 8 to 16 s | Fetch sniffing, source ticks | Sniffing round. About 3 to 4 minutes. | | 16 to 24 s | Five cards drop one by one, the ball last | Five picks. One is my ball. | | 24 to 30 s | Fetch tongue out, wordmark slot | This week's ideas, fetched. | Reel 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. ### LinkedIn, founders as themselves | # | Post | Version | Tag | |---|---|---|---| | 1 | What a founder's Monday looks like | v1 | New | | 2 | Why our tool does not post for you, yet | v1 | New | | 3 | We cap reads, here is why | v1 | New | | 4 | What a good brief looks like | v1 | New | | 5 | Do AI answers name small brands, with the 12 of 32 example from one brand's read | v1 | New | | 6 | Why we drew a dog | v1 | New | | 7 | Posting with your OK, once it ships | v2 | New | ### Replies | Comment | Reply | Who | |---|---|---| | A fan | Fetch heard this and has not stopped wagging. Thank you. | Fetch | | 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 | | A troll | Fetch has decided to treat this as a stick. Thanks for throwing. | Fetch, once | Answer the question asked, then stop. Never argue about results. ### Never say - I posted it for you. - Scheduled for 9am. - Your sales went up after my picks. - You missed a walk. I waited all day. - Don't break your streak. - Only two hours left to claim your read. - Works for any store. - Your rival is beating you. - Trust me. - Bad owner. ## How we do it 1. Write each post from its format template; Fetch gets one joke per line at most. 2. Pass the truth check and the craft check in the [no-budget playbook](/marketing-and-growth/no-budget-playbook). 3. Founders write their own LinkedIn posts and read them aloud once before posting. 4. Reply to every comment on Friday. Money, privacy and anything upset goes to a person. 5. Real stores appear only with their written OK. ## Numbers | Metric | Definition | Where measured | Status | |---|---|---|---| | Asks from social | Read asks that came by DM, comment or bio link, per week | The asks list | Proposed | | Saves and shares | Per post, noted, never targeted | Instagram insights | Proposed | | 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). 2. **Which founder accounts post on LinkedIn?** Proposal: Param from week one; Sai and Arvind one post a month each. 3. **When does the first post go up?** Proposal: the week the direction and name are picked, starting with post one. 4. **Do we post partner work?** Proposal: only with written permission, never before week four of a partnership.