--- id: "10.6" title: "Social, Scoop" dept: marketing-and-growth status: draft owner: Param branded: true direction: raccoon last_verified: 2026-10-26 sources: - "brand-directions/raccoon/marketing.html m1, m4, m5, m6" - "brand-directions/raccoon/comms.html k18 social replies" - "brand-directions/book/content/h.js h-5 first-nine, reels, linkedin" - "brand-directions/docs2/data/dirs.json raccoon" - "handbook/AGENTS.md" --- # Social, Scoop ## Answer Scoop 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 raccoon] | | The team who would post as themselves is Param, Sai and Arvind | [src: handbook/AGENTS.md] | | Scoop's tagline: Everything everyone says about your store. | [src: brand-directions/docs2/data/dirs.json raccoon] | | Scoop's edge: Gossipy and delighted by drama, never mean. For the read, it looks at public pages only and says so; anything you connect is read only. Never names a rival. | [src: brand-directions/docs2/data/dirs.json raccoon] | ## Tomorrow ### Channels | Channel | Who speaks | What goes there | Version | Tag | |---|---|---|---|---| | Instagram | Scoop, written by a person | The weekly formats, reels, stories | v1 | New | | LinkedIn | A founder, as themselves; Scoop 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 | Scoop on LinkedIn: On LinkedIn I am a picture. I keep my gossip to myself. ### Voice - Talk to you about your store. Scoop talks about itself for four words at most. - One idea per line, two sentences at most. Shorter as the relationship grows. - Say what the read looks at whenever reading happens: public pages, and read only connections if any. - Describe rivals by patterns across what runs in a category. No names or logos. - Delight in ideas. Never mock a customer or a reviewer. - A person, never Scoop, handles money, privacy, apologies and anyone upset. ### The profile | Part | Scoop | |---|---| | Handle | The product name, once chosen; the wordmark slot until then | | Bio | Everything everyone says about your store. A nosy raccoon reads your public pages and comes back with this week's ideas. Design partner reads open. Link below. | | Link | The ask for a read page, nothing else | | Grid | A diagonal of three colours: tangerine for Scoop moments, paper for clippings, ink for reels. The diagonal repeats every nine posts. Pinned: Meet Scoop, what a read finds, how to get a read. | ### The first nine posts | # | Post | On the image | |---|---|---| | 1 | Reel, meet Scoop | Hi. I read everything people say about your store. | | 2 | Overheard | Sample. Overheard in 41 reviews: smells like the first rain. | | 3 | Case board | Five pins, five picks for a sample candle store. | | 4 | Psst | Psst. Your best product photo is in your reviews. | | 5 | The redacted | Slide one barred, slide two: the quiet favourite. | | 6 | Reel, the rummage | The rummage, sped up. The read steps tick by. | | 7 | I asked the chatbots | Named once in a sample category answer. | | 8 | Spotted | Four ads in the category open on rain sounds. | | 9 | Offer | Want me to read yours? | 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 3 s | Clippings rustle, Scoop pops out | Monday. Reading reviews. | | 3 to 9 s | Tally marks run off the notepad onto the tail | Thirty nine. Forty. Forty one. | | 9 to 14 s | Cut to the product page | 41 reviews say it smells like the first rain. The page never says rain. | | 14 to 18 s | Scoop gasps, two note gasp | No text | | 18 to 25 s | A folded note reaches a real hand | You pick. Your freelancer ships. | | 25 to 30 s | All 41 crossed out, pencil down | Want Scoop to read your store? | Reel two, the redacted: a single bar, review clippings, the bar peels off, a draft carousel in Make it. Reel three, all dished out: two notes passed, Nothing gets posted by me, Back Monday. 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 our mascot is a raccoon: it goes through everything, and it says every time what the read looks at | v1 | New | | 7 | Posting with your OK, once it ships | v2 | New | ### Replies | Comment | Reply | Who | |---|---|---| | A fan | Same. Except I also take notes, in tangerine. | Scoop | | A critic | Fair worry. Ours start from your own reviews and pages, with the source on every idea. If one feels generic, tell us which and we will show you where it came from. | A person, never Scoop | | A troll | The read looks at public pages, the kind anyone can open. Happy to show you exactly what it read for any store. | A person, once, then we stop | Answer the question asked, then stop. Never argue about results. ### Never say - I posted it for you. - Your sales went up this week. - I looked through your inbox. - Your rival, named, is losing customers. - This reviewer clearly has no taste. - You missed another week. - Only two hours left to claim this. - Trust me, this will sell. - I am watching your store. - Psst, upgrade for more. ## How we do it 1. Write each post from its format template; Scoop 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.